THE  STORY 
OF  THE  STATES 

w 


THE  LIBRARY 

OF 

THE  UNIVERSITY 
OF  CALIFORNIA 

LOS  ANGELES 


THE  STORY  OF 
THE  STATES 


*   THE   * 

torp  of  the  States 


-^ 


A  REPRINT  in  book  form  of 
the  Series  of  Articles  under 
the  same  title,  first  appearing 
in  Printers'  Ink,  which  were 
designed  and  written  by 
N.  W.  AYER  &  SON  for  the 
purpose  of  adding  some  perti- 
nent fact,  progressive  thought 
and  prophetic  vision  to  the 
Nationalism  of  Advertising. 
Compiled  and  printed  at 

ADVERTISING  HEADQUARTERS 

-----  — 

Philadelphia  .  .   .   MDCCCCXVI 


COPYRIGHT  1916 

BY 

N.  W.  AVER  &  SON 


FOREWORD 


THE  STORY  OF  THE  STATES 


HE  United  States  is  developing  the  quality  of 
nationalism.  We  are  coming  to  think  of  things 
in  terms  of  our  nationality.  Business  men  are  in- 
terested in  what  the  nation  grows,  what  the  na- 
tion produces,  what  the  nation  consumes,  what 
the  nation  expprts  and  imports. 

If  a  calamity  befalls  one  of  our  states  or 
cities,  it  is  a  national  calamity.    We  have  established  a  national 
v»    point  of  view  and  are  thinking  with  a  national  mind.     Manufac- 
•'•j    turing  is  being  done  on  a  national  scale,  distribution  studied  on 
the  same  scope,  and  national  advertising  has  arrived. 

Under  these  conditions  there  is  need  for  the  national  ad- 
vertising agency,  and  such  an  agency  may  be  located  in  Phila- 
delphia, or  Detroit,  or  New  York,  or  Kansas  City,  or  Denver,  pro- 
vided that  its  activities  are  national,  its  experience  national  and  its 
^    capacity  to  serve  organized  on  a  national  basis. 

This  country  is  geographically  so  vast,  its  population  so 

§    great,  its  range  of  industries  so  wide,  that  no  concern  may  have 

a  correct  national  point  of  view  unless  this  national  view  is  made 

up  of  segments  of  sectional  views.     In  other  words,  a  correct 

o    national  viewpoint  may  only  be  formed  by  an  intimate  study  of 

*     the  contributing  local  facts  and  conditions. 

Our  business,  which  has  for  more  than  a  quarter  of  a  cen- 

uj     tury  been  the  largest  of  its  character  in  the  world,  has  in  the 

past  few  years  undergone  a  complete  reorganization.     This  re- 

5-     organization  has  not  been  merely  a  change  of  men  and  methods ; 

it  has  been  rather  a  re-expression  to  suit  modern  conditions  of 

the  first  fine  principles  upon  which  the  business  was  established 

forty-six  years  ago. 

For  the  past  several  years  our  representatives  have  visited 
on  an  average  of  thirty-seven  states  per  year ;  we  have  made  an 


FOREWORD 

average  of  six  thousand  business  calls  per  year ;  we  have  kept  on 
file,  closely  scrutinized,  checked  and  registered,  whether  we  had 
an  advertisement  in  them  or  not,  an  average  of  fifteen  thousand 
publications  from  all  sections  of  this  country. 

We  have  developed  to  an  unusual  extent  excellent  informa- 
tion and  statistics  concerning  many  trades  and  many  localities. 
We  have  impregnated  our  own  organization  with  a  greatly 
broadened  view  of  our  nationality  as  expressed  in  business 
methods  and  business  necessities.  We  have  become  a  National 
Advertising  Agency. 

There  are  a  great  many  advertising  agencies  which  desig- 
nate themselves  as  "general"  or  "national"  which  apparently 
take  unto  themselves  this  qualification  solely  because  they  place 
advertisements  in  publications  of  general  or  national  circulation. 
From  our  point  of  view  the  intelligent  use  of  national  publica- 
tions is  difficult  until  the  agency  has  had  a  very  broad  experience 
in  the  use  of  many  forms  of  local  advertising  media,  such  as 
newspapers,  bill  posting,  etc.,  in  every  part  and  section  of  this 
big  country  of  ours. 

That  an  advertiser  and  his  agent  may  plan  to  derive  the  full 
advantage  of  an  advertising  expenditure,  there  must,  in  the  first 
place,  be  a  broad  basic  knowledge  of  the  situation.  Actual  con- 
ditions in  each  state  should  be  known.  This  information  should 
be  matched  up  with  the  status  of  the  advertiser's  business  in 
each  state.  This,  in  turn,  should  be  considered  in  connection 
with  an  analysis  of  the  circulation  of  national  publications  in  each 
state.  Only  by  this  process  may  advertising  be  made  to  do  its 
full  part  in  a  sales  campaign. 

Some  of  the  most  remarkable  national  advertising  successes 
have  started  as  local  campaigns  with  a  national  effort  in  view 
as  a  work  of  the  future. 

Too  many  thinly  spread  out,  poorly  supported,  so-called  na- 
tional advertising  campaigns  are  started,  and  the  annual  death 
rate  is  something  terrific.  Facts  and  figures  are  easily  available 
to  every  one,  and  need  no  comment  from  us. 

This  scheme  of  spending  a  few  thousand  dollars  in  a  na- 
tional publication  and  then  proceeding  to  bluff  the  trade  in  the 


VI 


FOREWORD 

line  of  merchandise  thus  advertised,  is  pretty  well  played  out. 
Helpful,  intelligent  co-operation  with  the  trade  is  desirable. 
Retailers  should  be  responsive  to  the  effort  of  honest  advertisers 
to  place  goods  on  their  shelves,  but  in  too  many  cases  consumer 
advertising  is  used  only  as  a  club  on  the  retailer,  and  the  ap- 
propriation is  not  of  sufficient  size,  nor  the  advertising  effort  suf- 
ficiently continuous  to  really  accomplish  much  with  the  ultimate 
consumer. 

Our  developing  sense  of  nationality,  and  the  distressing  con- 
dition of  affairs  in  many  foreign  countries,  has  given  rise  to  an 
interesting  movement  whereby  it  is  proposed  that  goods  of 
American  manufacture  be  uniformly  marked  "Made  in  U.  S.  A." 
This  is  a  laudable  and  patriotic  movement,  and  in  no  sense  of 
the  word  would  we  write  ourselves  down  as  unfriendly  to  its 
success.  We  must  confess,  however,  to  the  belief  that  under 
anything  like  normal  conditions  the  American  manufacturer  in 
most  lines  can  compete  with  the  world.  Locality  of  manufacture 
has  never  appealed  to  us  as  a  prime  selling  argument  for  a 
line  of  merchandise.  Because  a  certain  article  is  "made  in 
Peoria,"  or  "made  in  Illinois,"  or  "made  in  the  United  States," 
is  not  and  never  can  be  the  commanding  reason  why  any  one 
should  buy  it. 

We  need  competition  with  some  of  the  excellent  wares  made 
in  some  foreign  countries  to  stimulate  us  to  the  highest  en- 
deavor. For  purposes  of  home  consumption  the  "made  in 
America"  label  may  be  somewhat  effective,  but  the  forward- 
looking  business  men  of  this  country  who  long  to  conquer 
foreign  markets  need  not  expect  to  find  the  people  of  other  lands 
overly  anxious  to  buy  goods  labeled  with  the  mark  of  their 
United  States  genesis,  if  we  as  a  people  intend  to  exercise  our 
prejudice  against  merchandise  stamped  "made  in  Germany"  or 
"made  in  Great  Britain"  or  "made  in  France." 

There  has  been  a  great  deal  of  honest  breath  and  a  good 
many  dollars  wasted  on  the  subject  of  city  and  community  ad- 
vertising. None  of  our  cities  or  states  can  be  criticised  if  they 
enter  upon  advertising  campaigns  in  an  effort  to  attract  visitors, 
permanent  residents  or  industries  to  them.  Advertisingly,  how- 


FOREWORD 

ever,  we  think  the  notion  is  unsound.  None  of  the  units  of  our 
country  is  sufficient  unto  itself,  and  it  is  a  blessed  thing  for  the 
development  of  a  national  consciousness  and  national  trade  that 
such  is  the  case. 

We  should  buy  our  favorite  breakfast  food  because  we  like 
it,  because  it  is  wholesome  and  because  the  price  is  right,  not 
because  it  is  made  in  Battle  Creek.  The  fact  that  our  shoes  are 
made  in  Brockton,  our  collars  in  Troy,  or  our  clothes  in  Roches- 
ter, really  has  little  to  do  with  the  desirability  of  the  goods. 

If  we  wish  to  advertise  pickles  or  tobacco  or  crackers,  we 
should  be  certain  that  all  the  conditions  surrounding  our  product 
are  right  before  we  attempt  publicity.  The  package  should  be 
right,  the  goods  should  compare  favorably  with  competing 
brands,  the  price  should  be  right,  trade  channels  should  be 
opened  and  developed — all  the  various  elements  contributory  to 
success  should  be  present  before  we  expect  advertising  to  do  its 
part. 

Now,  if  a  city  starts  to  advertise  there  are  probably  a  great 
many  things  about  it  open  to  criticism.  Possibly  its  tax  rate  is 
high,  its  water  system  inefficient,  portions  of  its  street  paving 
bad,  its  school  board  behind  the  times,  its  health  rate  low,  its 
death  rate  high.  Such  a  municipality  has  no  more  business  to 
advertise  than  has  a  manufacturer  of  stale  crackers  put  up  in  an 
unattractive  package  with  an  out-of-date  manufacturing  plant 
and  a  weak  selling  force. 

No !  what  we  want  is  the  national  point  of  view.  We  want 
big  men,  proud  of  the  fact  that  they  are  American  citizens,  hon- 
estly trying  to  manufacture  some  article  as  well  as  they  know 
how,  and  genuinely  interested  in  widening  their  market.  In 
saying  this  we,  of  course,  realize  that  there  are  many  businesses 
wherein  freight  rates,  local  usage  or  other  reasons  prevent  the 
manufacturer  from  seeking  a  national  outlet. 

When  it  comes  to  advertising,  business  men  would  in  our 
opinion  do  well  to  tie  up  with  an  organization  which  has  estab- 
lished and  developed  the  national  point  of  view.  It  may  sound 
very  peculiar,  but  actual  analysis  shows  that  geography  is  a  de- 
termining factor  in  the  placing  of  many  advertising  accounts. 


Y111 


FOREWORD 

The  advertiser  feels  that  he  would  like  to  have  an  agency  close 
at  hand.  We  have  always  thought  this  a  false  basis  upon  which 
to  choose  an  advertising  agency.  In  our  own  business  we  have 
not  hesitated  to  tell  a  Philadelphia  manufacturer  that  we  could 
not  serve  him  any  better  than  if  he  were  located  in  New  Or- 
leans, and  we  did  not  want  his  business  on  the  basis  that  we  are 
a  Philadelphia  institution.  We  are  not  a  Philadelphia  institu- 
tion; we  are  a  national  organization,  with  men  who  have  had 
their  business  experience  in  various  parts  of  this  country,  and 
with  a  staff  competent  to  keep  in  touch  with  business,  social  and 
industrial  conditions  in  all  sections  of  this  country. 

Indeed  we  have  comparatively  a  small  amount  of  business 
in  Philadelphia,  while  we  do  more  business  in  New  England  than 
the  total  business  of  any  New  England  advertising  agency,  more 
business  in  New  York  City  than  any  New  York  agency,  more 
business  in  the  South  of  the  character  that  we  care  to  handle  than 
all  other  agencies  put  together,  and  our  business  in  the  West  is  not 
exceeded  by  more  than  two  or  three  Western  advertising  houses. 

The  manufacturer  with  a  national  business,  or  a  business 
which  he  hopes  some  day  to  nationalize,  makes  a  mistake  in 
choosing  an  agency  because  it  is  handy.  If  a  Cleveland  manu- 
facturer selects  a  Cleveland  agency  because  of  convenience,  the 
agency  is  apt  to  have  some  of  the  limitations  which  the  manu- 
facturer himself  has,  when  it  comes  to  considering  the  markets 
of  North  Carolina. 

The  foregoing  seems  to  us  worth  saying  in  introducing  the 
series  of  advertisements  which  we  recently  ran  in  "Printers'  Ink" 
under  the  general  title  of  "The  Story  of  the  States."  Some  of 
these  sketches  were  historical,  some  dealt  with  the  business 
romances  which  have  occurred  within  the  state,  others  told  of 
great  advertising  successes  with  which  we  admit  we  had  nothing 
to  do;  others  again  pointed  out  advertising  opportunities  for  us 
or  some  one  else. 

Our  hope  was  to  make  these  advertisements  as  helpful  to 
general  advertising  as  they  could  possibly  be  to  us.  We  are  not 
so  unselfish  that  we  do  not  expect  to  get  a  great  deal  of  good  out 
of  them. 


IX 


* 

Contents 

-^  ^ 

Foreword   v 

Map  of  United  States Frontispiece 

Massachusetts  and  the  Nation 1 

A  Tale  of  Two  Cities 5 

California  the  "Go-Getter" 10 

Down  Where  the  Cotton  Blossoms  Grow 13 

The  State  of  a  Nimble  Mind 16 

The  State  of  "Forward,  March !" 18 

Arizona's  Awakening- 23 

Kansas    25 

Preparedness  -j-  Action  =  ? 27 

Mr.  Barnum's  Native  State 30 

They're  Sawing  Wood  in  Arkansas 35 

Tickling  the  Palate  of  a  Nation 37 

Where  Pep  Waits  for  Population 40 

The  Queen  State  of  the  Southland 43 

Big  Little  Rhody '. 48 

New  Mexico  Next  on  Opportunity's  Calling  List 51 

Modest  Maine  of  the  Hundred  Harbors 53 

Magic  in  Oklahoma 56 

Opulent  Oregon    58 

Where  the  Colonels  Come  From 60 

A  State  That  is  Just  Being  Born 63 

A  State  with  Growing  Pains 65 

The  Granite  State 68 

Nevada  Gets  Her  Second  Wind 70 


CONTENTS  CONTINUED 

Taciturn  Tennessee    72 

Where  Advertising  Tastes  Agree 75 

"Mother  of  States  and  of  Statesmen" 78 

The  Blue  Ribbon  Agricultural  State 80 

Picks  and  Shovels  Have  Made  an  Empire  Out  of  a  White 

Elephant 84 

"The  Brothers  Dakota" 86 

The  State  That  Found  a  Better  Way 89 

A  State  of  Expectancy 91 

Wyoming,  the  Greatest  Show  on  Earth 93 

When  West  Virginia  Gets  Well  Warmed  Up 96 

More  Honey  for  the  Land  of  the  Honeybee 98 

The  Beautiful  Sister 100 

"The  World's  Mine  Oyster" 102 

Things  Are  Humming  in  Jersey 105 

New  York  the  Indescribable 109 

It's  Time  the  Blue  Hen  Cackled 113 

A  Moulder  of  Men 115 

Michigan — the  High-Geared  State 118 

North  Carolina  Shows  How  to  Advertise 121 

When  Nebraska  Takes  Soundings 124 

Indomitable  Indiana 127 

The  Sound  of  Ohio 130 

"Pennsylvania  Started  It" 133 

Epilogue 139 


XII 


"V 


Massachusetts  and 
the  Nation 


SEE  the  little  black  spot?  That's  Massachusetts.  It  is  the 
home  of  about  three  million  six  hundred  thousand  people, 
the  great  majority  of  whom  are  busy  making  things  for 
the  other  ninety  million  or  so  of  our  population.  It  probably 
does  more  in  proportion  to  its  size  and  says  less  about  it  than  any 
other  state  in  the  Union. 

Massachusetts  is  first  in  so  many  things  that  to  list  them  all 
would  seem  like  a  reflection  on  the  rest  of  the  country. 

So  great  and  varied  are  the  achievements  of  the  old  Bay 
State  that  she  is  a  little  bit  inclined  to  a  self-satisfaction  that 
makes  her  somewhat  careless  of  rivalry  and  complaisant  as  to 
the  security  of  her  leadership.  To  be  a  leader,  without  recogniz- 
ing the  widening  field  for  the  application  of  leadership,  finally 
results  in  the  loss  of  supremacy. 

Massachusetts  leads  in  culture  and  education,  mothering 
more  private  schools  and  colleges  of  national  reputation  than 
any  other  state.  Eighty-seven  of  her  private  schools  are  adver- 
tisers in  national  publications  through  N.  W.  Ayer  &  Son.  The 
position  and  the  general  reputation  of  many  of  these  schools  is 
growing  more  rapidly  than  the  position  and  general  reputation 
of  some  manufacturing  concerns  in  the  state. 

There  are  big  colleges  and  universities  and  famous  prepara- 
tory schools  in  Massachusetts  that  should  advertise.  Some  of 
our  leading  educators  now  concede  that  it  is  the  duty  of  an  edu- 
cational institution  to  create  standing  for  itself  through  adver- 


[1] 


*  THE  STORY  OF  THE  STATES 

tising  in  widely  circulating  periodicals,  so  that  bearers  of  its 
diploma  need  never  explain  where  and  what  their  school  is. 

Massachusetts  manufacturers  have,  in  the  main,  been  so 
busy  manufacturing  things  that  they  have  rather  neglected  to 
study  the  art  of  distribution  with  a  view  to  extending  their 
markets. 

Now,  we  realize  that  for  an  advertising  man  or  organization 
to  tell  Massachusetts,  that  wise  old  Nestor  of  states  which  gave 
the  United  States  its  first  lessons  in  commerce,  how  to  revamp 
her  industrial  processes,  may  be  rightly  regarded  as  an  imperti- 
nence. 

We  do  not  intend  to  lay  ourselves  liable  to  any  such  accusa- 
tion, but  we  do  think  we  know  Massachusetts  conditions  and 
that  we  may  state  plain  facts  without  offense. 

We  have  for  many  years  maintained  an  office  in  Boston, 
and  in  the  New  England  district  we  probably  have  more  ac- 
counts than  any  other  half  dozen  advertising  agencies  combined. 

We  believe  in  the  Massachusetts  idea  as  applied  to  manufac- 
turing. We  know  how  splendidly  many  of  her  manufacturers 
could  use  publicity  as  an  aid  to  business  development;  because 
we  have  worked  helpfully  with  such  advertisers  as  the  Carter's 
Ink  Company,  The  New  England  Confectionery  Company  and 
the  Samuel  Winslow  Skate  Company,  all  great,  nationally  known 
leaders  in  their  respective  lines. 

Over  at  Wellesley  Hills  in  the  state  of  Massachusetts,  there 
is  one  of  the  most  remarkable  organizations  that  the  world  has 
ever  known.  Here  trained  experts  assemble,  classify  and  codify 
business  information.  Working  on  a  basis  of  data  they  make 
wonderful  charts  telling  of  to-day's  conditions  and  to-morrow's 
prospects  in  every  field  of  industrial  endeavor.  The  man  who 
heads  it  has  an  international  reputation  for  shrewdness,  sanity 
and  dependability.  We  have  worked  with  this  concern  in  the 
promotion  of  its  interests  through  national  advertising,  and  we 
know  what  it  can  do  for  business  houses  which  use  its  service, 
just  as  it  knows  what  we  are  doing  for  business  houses  that  use 
our  service. 


[2] 


Massachusetts  and  the  Nation  ^ 

There  are  other  great  advertisers  in  Massachusetts  with 
whom  we  should  greatly  value  the  privilege  of  co-operating  in 
sales  analysis  and  market  extensions  through  modern  advertising. 

Instances  are  numerous  where  Massachusetts  manufacturers 
have  neglected  their  trade  opportunities.  While  every  one  knows 
about  Massachusetts'  leadership  in  the  production  of  footwear, 
the  advertising  in  this  field  has  been  nothing  like  as  consistent 
as  it  should  be. 

A  mattress  has  been  successfully  advertised,  but  the  manu- 
facturers of  sheetings,  pillow  cases,  quilts,  comforts  and  blankets, 
many  of  them  located  in  Massachusetts,  have  scarcely  begun 
to  do  their  duty  by  their  products. 

There  are  jobbing  houses  controlling  brands  of  underwear 
and  hosiery  valued  at  immense  sums,  obtaining  their  merchan- 
dise from  Massachusetts  mills  which  are  not  known  outside  of 
a  limited  trade  circle. 

There  are  controllers  of  brands  of  fabrics  who  have  had 
the  forethought  to  advertise  these  names  into  the  consciousness 
of  every  woman  in  America,  but  the  merchandise  is  obtained 
from  Massachusetts  mills  on  a  strictly  competitive  price  basis. 

There  are  makers  of  men's  and  women's  clothing  with  trade- 
mark brands  widely  known  and  highly  regarded,  who  buy  all 
the  materials  for  the  making  of  their  garments  from  Massachu- 
setts woolen  mills  which  have  no  standing  outside  of  "the 
trade." 

There  are  thousands  of  "sleepers"  among  the  trade-marks  of 
Massachusetts.  The  man  who  owns  the  trade-mark  knows 
about  it,  his  competitors  know  about  it,  a  limited  circle  of  job- 
bers or  retailers  know  about  it,  but  the  great  bulk  of  consumers 
know  nothing  of  its  existence. 

We  do  not  desire  to  turn  this  advertisement  into  a  direct  ap- 
peal to  any  manufacturer  for  his  business.  It  is  not  consistent 
with  our  ideals  or  our  ideas  to  flippantly  announce  in  the  public 
prints  that  this  concern  or  that  should  advertise.  We  have  no 
desire  to  tell  any  manufacturer  that  we  can  be  of  help  to  him 
without  having  knowledge  of  his  individual,  specific  and  peculiar 
problems. 


[3] 


*  THE  STORY  OF  THE  STATES 

We  have,  however,  analyzed  Massachusetts  industry  care- 
fully and  conscientiously,  and  we  know  a  number  of  lines,  for 
the  most  part  unadvertised,  wherein  we  believe  the  proprietors 
would  be  greatly  interested  if  they  would  give  us  a  fair,  open 
opportunity  to  discuss  with  them  ways  and  means  for  promoting 
their  business  through  applied  publicity. 

This  house  offers  service  to  Massachusetts  manufacturers 
which  peculiarly  matches  up  with  their  requirements.  We  are 
generally  regarded  as  being  as  conservative  in  our  opinions  and 
operations  as  any  reputable  manufacturer  or  banker. 

We  have  been  here  a  long  time,  and  while  we  are  said  to 
prosecute  vigorously  whatever  we  have  in  hand,  we  have  no 
disposition  to  tackle  a  proposition  until  we  see  our  way  clear  to 
put  it  through. 

We  have  a  big  business  in  Massachusetts,  and  it  ought  to  be 
bigger.  This  advertisement  will  not  fulfill  the  reason  for  its  ex- 
istence if  some  successful,  hard-headed  Massachusetts  manu- 
facturer does  not  express  his  willingness  to  open  his  mind  to  the 
facts  of  this  new  selling  science,  which  has  its  headquarters  at 
300  Chestnut  Street,  Philadelphia. 


[4] 


A  Tale  of  Two  Cities 

WHEN  anything  affecting  national  economics  stirs  the 
public  press  we  very  soon  find  out  what  New  York 
and   Massachusetts  think  about  it.     These  opinions 
come  hot,  right  off  the  stove,  no  dilly-dallying.     Pennsylvania 
quickly  follows  suit  and  chiming  in  comes  the  voice  of  Illinois. 
But  it  is  safe  to  say  that  what  Missouri  thinks  on  the  subject  has 
a  marvelous  lot  to  do  with  how  the  business  is  settled. 

Missouri  occupies  a  tremendously  important  place  in  the 
national  union.  With  her  population  of  3,372,886  holding  the 
commanding  position  in  the  Mississippi  drainage  basin,  the 
richest  farming  section  of  the  American  Continent,  Missouri  is 
economically  one  of  the  most  nearly  independent  of  our  48 
states. 

But  Missouri's  place  in  the  family  of  states  is  really  owing 
to  her  two  big  cities,  St.  Louis  and  Kansas  City,  one  located  at 
either  end  of  the  state. 

It  is  certainly  more  than  a  coincidence,  this  two-city-in-a- 
state  development,  that  St.  Louis  and  Kansas  City  so  typically 
illustrate.  New  York  City  has  her  Buffalo;  Philadelphia  her 
Pittsburgh;  San  Francisco  her  Los  Angeles;  New  Orleans  her 
Shreveport ;  Jacksonville  her  Key  West. 

More  marked  even  than  booming  Pittsburgh  and  conserva- 
tive Philadelphia  do  these  two  cities  in  Missouri  typify  the 
spirit  that  has  made  Missouri  a  great  state. 

It  may  be  stated  that  St.  Louis  is  the  Philadelphia  of  the 
West.  She  is  considered  just  as  conservative  by  Western  peo- 
ple as  is  the  City  of  Brotherly  Love  by  Easterners. 

St.  Louis  has  the  Philadelphia  system  of  streets.  She 
cherishes  the  old-family  idea.  Her  wealth  is  enormous.  Her 


[5] 


*  THE  STORY  OF  THE  STATES 

residential  districts  among  the  most  beautiful  of  American 
cities.  Her  great  industries  were  founded  many  years  ago  and 
fine  old  family  names  stand  behind  them. 

For  instance — the  greatest  hardware  concern  in  the  world 
— Simmons  of  St.  Louis.  E.  C.  Simmons  went  to  St.  Louis  as  a 
pioneer  in  industry,  energy,  far-sightedness.  He  built  up  a 
great  business,  a  reputation  and  a  family.  Small  at  first,  this 
business  supplied  the  needs  of  an  ever-widening  territory  until 
the  Simmons  Hardware  Company  became  the  great  predomi- 
nating national  distributor  in  its  lines. 

The  Simmons  Hardware  Company  was  known  in  the  trade 
as  the  premier  hardware  organization  long  before  it  started  to 
advertise. 

With  its  usual  forethought  this  concern  began,  about  ten 
years  ago,  to  standardize  under  one  name  a  mark  to  cover  all 
good  tools.  To-day  Keen  Kutter  tools  are  known  wherever 
tools  are  used.  The  carpenter,  the  man  in  his  own  home  who 
repairs  a  table,  the  farmer  in  the  field,  each  knows  about  Keen 
Kutter  tools. 

At  the  other  end  of  Missouri,  Kansas  City  raises  its  hum, 
as  different  from  St.  Louis  as  can  be.  A  boom  city  to  start 
with,  she  has  justified  the  original  rush  and  has  push  and  punch 
thrilling  her  every  fiber.  There  is  probably  no  parallel  in  the 
history  of  American  development — not  even  excepting  Chicago 
— of  how  a  city  can  be  built  up  from  nothing.  Typical  of  its  in- 
dustries is  the  Kansas  City  factory  of  the  National  Biscuit  Com- 
pany. When  the  corner-stone  of  this  magnificent  building  was 
laid,  President  Green,  of  the  National  Biscuit  Company,  said: 
"This  building  represents  a  million-dollar  investment,  entirely 
free  from  mortgage,  yet  I  would  rather  see  it  go  up  in  flames  to- 
night than  to  have  any  one  steal  a  letter  out  of  'Uneeda 
Biscuit.' " 

St.  Louis  and  Kansas  City  are  the  "Gateways  to  the  great 
Southwest."  They  are  two  of  the  leading  railroad  centers  of 
the  United  States. 

St.  Louis  and  Kansas  City  are  the  greatest  manufacturing 
towns  west  of  the  Mississippi.  St.  Louis,  the  fourth  city  in  the 


[61 


A  Tale  of  Two  Cities  * 

United  States,  is  the  second  largest  shoe  manufacturing  center 
in  this  country.  It  is  the  world's  greatest  manufacturer  of 
street  and  railroad  cars.  While  not  nationally  known,  Faust 
Brand  of  Macaroni,  Spaghetti  and  Noodles  made  by  Maull 
Bros.,  St.  Louis,  represents  the  biggest  package  business  of  its 
kind  in  the  United  States.  Listerine — the  nationally  known 
antiseptic  for  the  toilet  of  the  mouth — was  suggested  to  a  St. 
Louis  chemist  by  the  work  of  Lord  Lister.  The  Lambert 
Pharmacal  Company,  which  makes  and  markets  Listerine,  has 
pushed  it  so  successfully  that  to-day  Listerine  has  no  serious 
rival. 

Kansas  City  is  noted  particularly  for  its  meat  packing  in- 
dustries. As  a  mark  of  the  city's  growth  the  value  of  its  fac- 
tory products  increased  50  per  cent,  from  1900  to  1905  and  an- 
other 50  per  cent,  from  1905  to  1910,  the  last  national  census. 

But,  important  as  these  cities  are  in  manufacturing,  their 
greatest  success  lies  in  the  wonderful  organizations  which  their 
merchants  have  developed  and  perfected  for  the  assembling  and 
distribution  of  merchandise. 

While  St.  Louis  is  a  big  shoe  manufacturing  center,  she 
has  developed  a  marvelous  situation  in  the  exploitation  of  shoes. 
She  is  the  foremost  shoe  distributing  market  in  the  world,  and 
even  controls  the  master  jobbing  system  for  many  Eastern  shoe 
houses. 

St.  Louis  is  the  largest  primary  fur  market  in  the  world. 
Boston  alone  surpasses  her  as  a  wool  market.  She  is  the 
world's  greatest  interior  cotton  market.  What  is  probably  the 
largest  work-shirt  business  in  the  world  is  owned  by  a  St. 
Louis  jobbing  house.  What  will  some  day  be  to  the  candy 
trade  what  the  National  Biscuit  Company  is  to  the  baking 
business  is  controlled  by  St.  Louis  interests. 

St.  Louis  is  as  serious  a  rival  to  Philadelphia  hat  houses 
as  she  is  to  Boston  shoe  houses.  Not  even  Chicago  has  such 
an  array  of  hat  jobbers.  Her  wholesale  dry  good  houses  are 
competitors  that  Chicago  has  to  reckon  with.  St.  Louis  milli- 
nery houses  of  national  prestige  almost  control  the  business 
of  the  entire  Southwest. 


[7] 


*  THE  STORY  OF  THE  STATES 

The  whole  distributive  system  of  twenty-five  important 
lines  of  merchandise  for  the  great  and  growing  Southwest  is 
dependent  upon  St.  Louis  and  Kansas  City. 

Missouri  has  two  of  the  four  United  States  Army  remount 
stations — St.  Louis  and  Kansas  City. 

As  a  mule  market  Missouri  has  no  rival.  The  American 
output  of  cobalt  and  nickel,  while  small  in  comparison  with  the 
imported  product,  is  derived  almost  exclusively  from  Missouri. 
More  than  one-half  the  zinc  mined  in  the  United  States  comes 
from  Missouri. 

The  reputations  of  Missouri's  schools  are  not  as  great  as 
they  deserve  to  be.  Missouri's  schools  have  not  advertised  as 
extensively  as  they  might.  These  should  have  a  greater  attend- 
ance of  students  from  other  States  than  the  South  and  South- 
west. They  should  break  down  the  barriers  of  sectionalism 
and  advertise  nationally.  Virginia,  a  southern  State,  boasts 
a  military  school  that  by  strong  publicity  has  gathered  students 
from  "forty-five  states,  territories  or  foreign  countries." 

The  public  and  even  educators  will  read  with  interest  that 
Washington  University,  St.  Louis,  has  a  larger  endowment 
than  Princeton,  Johns  Hopkins  or  Massachusetts  Institute  of 
Technology;  an  endowment  exceeded  by  only  eight  other  edu- 
cational institutions.  With  magnificent  buildings  and  equip- 
ment and  a  strategic  location  nearer  the  center  of  population 
than  any  other  university  equally  equipped,  with  one  exception, 
this  university  has  no  great  national  prestige  and  is  excelled  in 
student  body  by  fifty  colleges  and  universities  and  by  thirty 
in  total  income,  despite  its  enormous  endowment. 

St.  Louis  and  Kansas  City,  and  therefore  Missouri,  have 
always  been  pretty  well  able  to  take  care  of  themselves.  From 
this  naturally  grew  a  well  nourished  "home  industry"  idea. 

But  there  is  a  new  national  note  of  business  interdepend- 
ence and  expansion  in  the  air.  Cities  and  businesses  are  be- 
coming more  and  more  national  in  their  character  and  scope. 
To  nationalize  you  must  get  the  national  point  of  view.  You 


[8] 


A  Tale  of  Two  Cities  * 

must  get  things  into  national  circulation.  The  way  to  get 
things  into  national  circulation  is  to  seek  outside  co-operation. 

Some  day  some  big  St.  Louis  shoe  house  is  going  to  more 
fully  appreciate  its  opportunity  for  national  sales  and  will 
realize  the  necessity  for  advertising  in  a  manner  commensurate 
with  its  great  possibilities. 

When  that  "some  day"  conies,  this  St.  Louis  shoe  house 
will  feel  the  importance  to  the  carrying  through  of  its  broader 
plans  of  employing  an  agency  with  a  national  breadth  of  vision 
and  with  the  perspective  of  years. 

Some  day  the  National  Candy  Company  will  conclude  that 
its  hopes  and  possibilities  may  perhaps  be  more  quickly  realized 
if  guided  by  the  experience  of  a  national  advertising  agency. 

We  believe  many  Missouri  and  St.  Louis  and  Kansas  City 
firms  are  even  now  considering  the  steps  to  take  to  make  "some 
day"  into  present  tense. 

As  advertising  counselors  for  business  men  who  make  prac- 
tically everything  from  crackers  to  grand  pianos  and  sell  them 
in  every  state  in  this  nation,  through  the  medium  of  practically 
every  publication  printed  in  this  land,  we  feel  we  have  at  our 
disposal  information  and  experience  that  is  nation-wide  in  its 
expanse  and  in  its  value. 


[9] 


California 
The  "Go-Getter 


FRANCISCO  wants  that  Exposition,  and  we've 
come  to  Advertising-  Headquarters  as  the  place  best 
equipped  to  help  us  put  it  over!" 

In  brief,  such  were  the  tidings  of  a  young-  Lochinvar  out  of 
the  West  who  burst  in  upon  us  one  Saturday  some  four  years 
ago. 

It  was  a  half  day  with  us,  but  we  met  the  emergency.  The 
telegraph  wires  were  set  to  singing  with  messages  to  the  news- 
papers of  the  far  West.  Next  day  a  full-page  advertisement  ap- 
peared in  all  the  papers  west  of  the  Rockies  calling  upon  the 
people  to  exert  all  possible  influence  to  swing  the  Fair  to 
'Frisco. 

For  three  days  the  telegraph  facilities  of  the  White  House 
were  tied  up  with  messages  from  the  coast  that  were  coming  in 
to  President  Taft. 

As  a  result,  Congress  reversed  the  report  of  the  Exposition 
Committee,  which  had  already  awarded  the  Panama  Exposition 
to  New  Orleans,  and,  to  make  a  long  tale  a  bob  tale,  'Frisco  got 
the  Fair. 

Such  are  the  possibilities  of  accomplishment  when  the  en- 
terprise of  the  West  is  coupled  with  the  equipment  of  this  na- 
tional advertising  agency. 

Not  content  with  one  exposition  for  the  state,  San  Diego 
got  busy  and  held  another  of  its  own. 

That's  the  way  the  virile  Californians  do  things,  and  that's 
why  to-day  California  is  the  most  talked  of  and  visited  state  in 
the  Union. 


[101 


California— The  "Go-Getter"  + 

With  her  brilliant  accomplishments  to  speak  for  them- 
selves, we  need  not  bore  this  noble  audience  with  rhapsodies 
about  her  ideal  climate  and  turquoise  skies.  Most  of  us  know 
that  she  has  all  the  natural  equipment  for  success,  and  those 
of  us  who  don't  will  know  it  when  we  gather  at  the  Exposition. 

With  a  Panama  Canal  and  a  transcontinental  telephone 
line  to  put  her  in  quicker  touch  with  the  markets  of  the  world, 
California  is  going  ahead  like  a  buck  rabbit  with  a  houn'  dawg 
on  his  trail. 

She  sure  has  the  opportunities!  Raisins,  apricots, 
peaches,  oranges,  nuts,  ostrich  feathers,  and  almost  everything 
else — AND  prunes. 

To  quote  the  star  boarder,  let's  stop  for  a  minute  at  prunes. 
California  gives  us  nearly  90  per  cent,  of  all  the  prunes  used 
in  the  United  States — and  millions  of  pounds  are  used  every 
year. 

Why  isn't  is  just  as  logical  for  the  New  England  house- 
wife to  buy  California  prunes  in  a  trade-marked,  sanitary  pack- 
age as  it  is  for  a  "Native  Son"  to  promenade  Market  Street  in 
a  pair  of  Brockton-made  shoes? 

There's  a  thought  for  some  of  you  alert  Californians,  and 
we've  lots  of  others  for  any  of  you  who  feel  growing  pains. 

To  save  space  and  your  patience,  we  ask  to  be  allowed  to 
do  a  quickstep  from  prunes  to  pedagogy. 

California  has  an  educational  system  that  ranks  among  the 
best.  Her  public  school  system  is  a  model.  Her  normal  schools 
and  colleges  are  conducted  upon  the  most  advanced  lines. 

Mills  College  is  worthy  of  rank  beside  Vassar  and  Smith, 
Bryn  Mawr  and  Wellesley.  There  are  as  many  reasons  for 
Eastern  girls  to  matriculate  at  Mills  as  there  are  for  Western  girls 
to  attend  Vassar. 

Leland  Stanford  University  is  exceeded  by  only  one  other 
institution  in  endowment.  Given  a  setting  like  picturesque 
Palo  Alto,  the  highest  educational  standards  and  an  equipment 
more  than  up  to  the  best  of  Eastern  colleges,  and  what  wouldn't 
advertising  do  for  Leland  Stanford? 


[11] 


*  THE  STORY  OF  THE  STATES 

We  mention  these  educational  institutions  because  we  be- 
lieve that  their  influence  has  much  to  do  with  the  future  prog- 
ress of  the  state.  As  Advertising-  Headquarters,  handling  more 
than  80  per  cent,  of  all  the  school  advertising  done  in  the  United 
States,  we  are  positioned  to  assist  California's  schools  and  col- 
leges in  securing  students  from  afar. 

We  have  cited  but  a  few  of  California's  advertising  possi- 
bilities. We  could  name  many  more,  but  believe  that  what  we 
have  said  will  cause  a  few  of  California's  growers  and  manu- 
facturers and  educators  to  look  eastward  for  the  assistance  that 
experience  can  give.  Distance  is  no  handicap — San  Francisco  is 
but  a  telephone  call  from  Philadelphia. 

We  are  not  unknown  in  California  as  Advertising  Head- 
quarters. It  has  been  our  good  fortune  to  have  associated  with 
Mr.  William  Woodhead  in  his  work  of  building  up  "Sunset," 
the  Pacific  Monthly,  to  its  present  position  as  a  leader  among 
American  magazines.  Mr.  Woodhead  is  a  national  figure  in 
advertising.  As  president  of  Sunset  Magazine,  as  ex-president 
of  the  Associated  Advertising  Clubs  of  the  World  and  as  a  man 
well  informed  on  advertising  matters,  his  opinions  are  highly  re- 
spected. We  feel  sure  that  any  Californian  seeking  to  know  the 
truth  about  us  can  get  it — unvarnished — from  Mr.  Woodhead. 


[121 


Down  Where  the  Cotton 
Blossoms  Grow 

AWJAH"  is  the  way  they  pronounce  it  down  there,  and 
very  prettily  it  sounds  as  drawled  by  a  real  Georgian's 
tongue. 

Those  of  the  North  who  look  on  Georgia  and  her  sis- 
ter states  of  the  South  as  easy-going  and  slow  to  progress  will 
find  this  statement  an  eye-opener:  GEORGIA  BONDS  RE- 
CENTLY SOLD  ON  THE  BASIS  OF  NEW  YORK  BONDS. 

Let  that  sink — and  remember  that  this  is  a  state  which  was, 
fifty  years  ago,  left  impoverished  and  disrupted  by  the  Civil 
War. 

To  quote  from  a  recent  editorial  by  Mr.  Brisbane:  "This  is 
an  achievement  that  speaks  volumes  in  endorsement  of  the 
credit,  resources  and  government  of  the  state." 

In  the  past,  Georgia  has  developed  more  great  statesmen, 
orators,  lawyers  and  poets  than  great  business  men.  Coming 
of  a  long  line  of  land-wealthy  ancestry  and  controlling  a  fortune 
in  her  vast  cotton-producing  acreage  alone,  Georgians  were  not 
faced  with  the  necessity  of  manufacturing  development.  Nor 
has  Georgia  had  an  inrush  of  immigrants  to  foment  her  to  great 
industrial  activity. 

Her  people  have  had  time  to  educate  and  refine  themselves, 
and  now  that  they  are  keenly  imbued  with  the  progressive 
spirit  of  the  times,  she  is  a  force  to  be  reckoned  with. 

As  a  demonstration  of  what  a  Georgian  can  do  in  a  busi- 
ness way,  consider  Asa  G.  Candler,  of  Atlanta,  whose  "Coca 
Cola"  has  become  a  national  beverage  and  who  is  one  of  the 
largest  and  most  progressive  of  present-day  advertisers. 


[13] 


*  THE  STORY  OF  THE  STATES 

Starting  with  a  formula,  for  which  he  paid  only  a  few  dol- 
lars, he  has  amassed  an  immense  fortune  and  contributed  more 
than  any  other  one  man  to  the  splendid  growth  of  his  home 
city. 

Atlanta  is  thoroughly  metropolitan,  "the  New  York  of  the 
South,"  a  beautiful,  bustling,  progressive  city,  where  live  some 
of  the  finest  people  on  earth.  In  her  people  there  is  a  blending 
of  fine  Southern  ideals  of  living  with  splendid  business  energy, 
and  her  continued  growth  in  commercial  and  industrial  im- 
portance is  assured. 

There  are  large  cotton  mills  in  Georgia,  and  their  produc- 
tion of  sheetings  and  toweling  and  fancy  woven  fabrics  are  great 
and  constantly  growing.  In  cotton  duck  her  output  far  exceeds 
that  of  Massachusetts.  In  coarse  yarns  she  leads  the  country. 
Georgia  has  great  resources  and  opportunities  in  lumber,  and 
her  fruits  and  vegetables  are  famous.  Just  the  thought  of  a 
Georgia  peach  or  watermelon  sets  a  Northern  mouth  to  watering. 

She  offers  fine  inducements  to  foreign  industries;  water- 
power  in  great  volume,  good  transportation  facilities,  adequate 
labor;  and  in  Savannah  she  has  one  of  the  most  important  South 
Atlantic  seaports. 

The  newspapers  of  a  state  are  great  factors  in  its  progress. 
In  this  particular  Georgia  is  especially  blessed.  Almost  all  of 
her  important  cities  boast  newspapers  whose  fame  is  country- 
wide and  which  editorially,  advertisingly  and  from  a  news  stand- 
point rank  in  the  first  class. 

Old  and  distinguished  educational  institutions  are  another 
of  Georgia's  riches.  Wesleyan  Female  College,  lifting  her  ven- 
erable towers  over  the  central  city  of  Macon  and  echoing  the 
bells  of  Mercer  University  at  the  other  end  of  the  city ;  the  State 
University  and  Lucy  Cobb  Institute  in  Athens ;  Agnes  Scott  and 
the  Georgia  School  of  Technology  in  Atlanta — these  and  many 
other  schools  and  colleges  of  the  first  rank  which  Georgia 
boasts,  deserve  a  wider  appreciation  by  the  country  at  large. 

These  select  schools  in  this  highly  refined  atmosphere  should 
draw  their  scholarships  from  the  country  at  large.  Advertising 
can  do  much  toward  nationalizing  the  reputation  of  these  insti- 


[14] 


Down  Where  the  Cotton  Blossoms  Grow  if 

tutions,  and  N.  W.  Ayer  &  Son  are  the  chief  advertisers  of  the 
country's  schools. 

In  her  industrial  progress  Georgia  business  men  are  rapidly 
reaching  the  advertising  stage.  Their  growth  demands  a  wider 
market.  In  seeking  for  new  trade  outlets  the  manufacturers  of 
Georgia  will  do  wisely  to  enlist  the  assistance  of  Advertising 
Headquarters.  We  have  helped  in  the  building  of  some  of  the 
greatest  businesses  in  the  South  and  are  confident  of  our  ability 
to  do  the  same  with  others. 


[15] 


The  State  of  a  Nimble  Mind 


THE  first  carload  of  any  single  brand  of  tobacco  ever  sold 
and  shipped  at  one  time  as  far  West  as  the  Rocky  Moun- 
tains was  Prince  Albert,  bought  by  the  Morey  Mercan- 
tile Company,  of  Denver,  Colo. 

When  we  began  the  national  advertising  of  Prince  Albert 
Tobacco,  some  five  years  ago,  we  also  conducted  a  thirteen-week 
special  campaign  in  Denver  dailies. 

Why  was  Denver  chosen  for  this  special  campaign? 

We  desired  to  prove  that  even  with  the  market  already  sup- 
plied with  numerous  brands  of  advertised  tobaccos,  a  demand 
could  quickly  be  developed  for  a  tobacco  of  Prince  Albert's 
merits.  We  chose  Colorado  because  of  the  well-known  open- 
mindedness  of  its  people.  They  are  not  in  the  habit  of  buying 
gold  bricks,  but  they  have  a  reputation  for  promptly  availing 
themselves  of  a  good  thing  when  it  is  properly  laid  before  them. 

The  result  of  the  campaign  was  a  revelation.  Compared 
with  Ohio,  for  instance,  these  facts  came  to  light: 

Colorado's  population  was  less  than  a  million;  Ohio's  was 
about  four  million.  Two  salesmen  were  employed  in  Colorado; 
seven  in  Ohio.  With  four  times  the  population  and  three  and 
a  half  times  the  selling  force  in  Ohio  that  we  had  in  Colorado, 
the  sales  of  the  two  states  were  practically  equal. 

A  nation-wide  newspaper  campaign  to  support  the  vigorous 
work  being  done  in  national  publications  quickly  followed  be- 
cause of  what  we  had  demonstrated  in  "The  State  of  a  Nimble 
Mind." 

The  people  of  Colorado  have  not  settled  down  into  the 
stultified  belief  that  all  good  things  have  been  accomplished. 
They  are  looking  onward  and  outward.  With  so  prompt  a  re- 
sponse to  an  article  originating  so  far  beyond  her  borders,  what 


[16] 


The  State  of  a  Nimble  Mind  * 

possibilities  for  the  intelligent  advertising,  within  the  state  and 
outside  of  it,  of  the  state's  own  enterprises ! 

Colorado  was  the  greatest  silver  mining  state  when  silver 
was  demonetized.  Colorado  then  turned  her  attention  to  min- 
ing gold,  and  quickly  became  the  greatest  gold  producing  state. 

By  leading  the  waters  out  from  her  bank-full  rivers  when 
the  mountain  snows  melted,  and  pouring  them  on  the  thirsty, 
fertile  plains,  Colorado  has  done  much  to  drive  the  Great  Amer- 
ican Desert  from  her  borders. 

She  turned  her  great  stock  ranches  into  farms  and  raised 
grains  and  alfalfa.  Then  seeing  greater  profit  in  raising  sugar 
beets  she  quickly  led  other  states  in  this  line,  with  a  present  slic- 
ing capacity  in  her  factories  of  over  twelve  thousand  tons  a  day. 

All  this  has  Colorado  done  in  little  more  than  a  generation. 

What  next? 

The  energy  and  progressiveness  of  Colorado  makes  it  sure 
that  she  will  turn  more  and  more  of  her  raw  products  into  the 
manufactured  article  and  will  seek  a  larger  market  for  them. 
Advertising  is  the  magic  wand  which  will  help  her  in  her  growth. 

This  advertising  agency  of  national  scope  is  not  unac- 
quainted with  the  possibilities  to  be  accomplished  through  ad- 
vertising by  Colorado's  manufacturers  and  business  men. 

For  a  good  many  years  we  have  looked  after  the  advertising 
of  the  Morey  Mercantile  Company  and  Beatrice  Creamery  Com- 
pany, both  of  Denver.  These  progressive  concerns  give  Ayer 
Service  generous  credit  for  the  extension  of  their  trade  over 
Colorado  and  neighboring  states. 

To  other  Colorado  industries  seeking  expansion  we  offer 
our  advertising  service.  It  has  been  effective  in  business-build- 
ing in  all  parts  of  the  country  and  it  is  most  effective  when  it  is 
coupled  with  enterprise  and  energy  of  the  Colorado  kind. 


[171 


The  State  of 
"Forward,  March!" 

SAN  FRANCISCO  is  the  geographical  center  of  the  United 
States;  Washington  is  the  legislative  center;  Chicago  is 
the  center  of  American  opportunity.  And  when  we  say 
Chicago  we  speak  of  Illinois. 

A  Yankee  is  always  a  Yankee;  a  Southerner  has  Southland 
bred  in  the  bone;  the  West  in  a  Westerner  outcrops  above  all 
else. 

Illinois  is  the  United  States  in  essence.  Search  American 
art,  letters,  science,  banking  or  commerce  and  at  the  top,  or  rub- 
bing elbows  with  the  leaders,  you  will  find  luminous  examples 
of  the  prowess  of  the  sons  and  daughters  of  Illinois. 

When  the  cities  of  the  East  had  arrived  at  maturity,  Chi- 
cago was  scarcely  more  than  a  frontier  stockade.  That  Chicago 
should  rise  on  the  site  she  occupies  was  commercially  inevitable. 
That  Chicago  should  become  the  fourth  city  in  the  world  during 
the  life  of  a  middle-aged  man  (dating  from  the  time  when  Mrs. 
O'Leary's  cow  kicked  over  the  lamp  in  1871)  was  destiny.  That 
Chicago  will  become  the  foremost  city  of  this  country  is  more 
than  probable.  How  soon  and  how  certainly  is  only  a  question 
of  how  quickly  and  energetically  her  captains  of  industry  put 
to  full  use  the  tools  of  modern  enterprise  that  our  times  have 
created,  of  how  slow  or  quick  her  competitors  in  nearby  states 
are  to  grasp  these  same  tools  and  appropriate  an  advantage  that 
once  gained  will  be  difficult  to  wrest  away. 

Nature  used  a  lavish  hand  in  endowing  Illinois.  Her  farm 
values  per  acre  are  the  highest  of  any  state.  Her  oil  fields  are 
second.  Her  coal  fields  third.  Her  manufactures  are  exceeded 
only  by  those  of  New  York  and  Pennsylvania.  Her  commercial 


[18] 


The  State  of ' l  Forward,  March  !  "  * 

advantage,  because  of  Chicago's  position  as  a  distributing  cen- 
ter, is  the  greatest  in  America.    This  is  the  star  of  her  destiny. 

Chicago  is  first  in  meats  and  second  in  steel.  It  is  this 
country's  foremost  lumber  market.  It  leads  the  nation  in  grain. 
In  everything  that  men  and  women  wear  and  eat,  in  the  imple- 
ments for  tilling  the  soil  and  gathering  harvests,  in  materials  for 
building,  in  all  the  factors  that  make  for  the  greatest  civilization 
in  the  world's  history,  Chicago  is  a  conspicuous  leader. 

Within  twenty-four  hours  of  Chicago  reside  85  per  cent,  of 
the  nation's  entire  population. 

If  the  thirty-eight  leading  railroads  that  center  in  Chicago 
could  serve  them,  half  the  populace  of  the  United  States  might 
assemble  there  by  a  night's  ride. 

The  Chicago  Association  of  Commerce  is  a  notable  example 
of  efficient,  aggressive  co-operation  of  a  trade  organization  con- 
tinuously working  in  the  interests  of  its  city.  It  has  instituted 
a  package-car  freight  service  that  minimizes  time  and  distance. 
Chicago  package  freight  can  beat  New  York  to  points  like  Sa- 
vannah, Ga.,  by  twenty-four  hours. 

Chicago  makes  three  times  as  much  furniture  as  Grand 
Rapids,  but  the  public  at  large  has  heard  very  little  of  Chicago 
furniture. 

Chicago  meats  are  known  throughout  the  world.  But  what 
of  the  perfectly  splendid  lines  of  pickles,  preserves  and  condi- 
ments these  same  packers  prepare?  One  concern  produces  some- 
thing like  four  thousand  lines,  including  such  unrelated  items 
as  soap,  sandpaper  and  music  strings.  What  an  irresistible 
force  this  will  be  when  these  departments  are  co-ordinated  and 
harmonized,  and,  under  a  master  mark,  institutional  advertising 
of  the  right  scope  is  made  a  definite  central  policy ! 

Chicago  possesses  two  great  wholesale  and  manufacturing 
grocery  houses.  Some  of  their  various  brands  are  well  known 
within  a  big  radius  of  Chicago.  A  standardization  of  labels  plus 
publicity  will  give  all  their  lines,  including  imported  de  luxe 
groceries,  a  tremendous  impetus. 

The  lack  of  a  master  label  coupled  to  unified  departmental 


[191 


*  THE  STORY  OF  THE  STATES 

advertising  effort  is  also  the  sadly  lacking  essential  in  Chicago's 
two  great  wholesale  dry  goods  organizations. 

The  best-known  line  of  women's  hosiery  in  this  country  is 
controlled  and  advertised  by  an  Eastern  wholesale  house. 

Where  is  the  Chicago  jobber,  inspired  by  Chicago's  distrib- 
uting advantage,  who  will  capitalize  and  nationalize  a  trade- 
marked  line  of  men's  hats  and  caps  or  women's  suits  or  milli- 
nery? Where  is  your  "I  Will"  slogan,  Chicago? 

Illinois  boasts  the  great  harvester  industries.  These  corpo- 
rations have  done  tremendous  work  in  increasing  the  wealth  of 
this  nation.  Because  they  have  not  fully  acquainted  the  great 
public  with  the  enormous  benefactions  that  they  as  a  national 
institution  have  achieved  for  America,  the  acid  of  public  criti- 
cism has  eaten  into  their  national  good  will. 

Chicago  has  two  of  the  largest  wall  paper  mills  in  the  United 
States.  Would  you  know  what  brand  of  wall  paper  to  ask  for? 
Do  you  know  the  name  of  any  firm  whose  wall  papers  have  a 
reputation  for  fastness  of  color — up-to-dateness  of  design? 

Illinoisians  and  Chicagoans  are  aware  of  their  commercial 
advantages.  Opportunities  have  come  so  fast,  fields  of  extension 
have  opened  out  so  readily  that  these  middle  Western  business 
houses  have  plucked  by  the  handsful  here,  there,  everywhere, 
like  a  child  in  a  daisy  patch.  Prosperity  has  been  abundant. 
Now  they  are  confronted  with  the  great  problem  of  financing. 
Many  of  these  biggest  concerns  are  at  present  so  far  extended 
that  they  cannot  accept  more  opportunities  till  they  digest  what 
they  have  undertaken. 

When  digestion  improves,  trade  conditions  will  improve. 
Men  with  experience  will  then  more  quickly  obey  the  beckoning 
fingers  of  Opportunity  which  seem  forever  inviting  the  boldness 
of  Illinois  and  Chicago  enterprise.  But  Opportunity  is  also  hail- 
ing the  merchants  of  St.  Louis,  Kansas  City,  Duluth,  St.  Paul, 
Minneapolis,  Detroit,  Toledo,  Omaha,  Cleveland  and  other  vig- 
orous industrial  cities. 

While  not  so  strategically  located  as  Chicago,  their  mer- 
chants and  manufacturers,  by  trade-marking  and  advertising  and 


[20] 


The  State  of  "Forward,  March  /  "  * 

progressive  selling-  methods  can  largely  overcome  the  handicap 
of  Chicago's  birthright. 

Chicago  is  one  of  the  greatest  advertising  centers  in  the 
world.  On  her  streets  are  daily  seen  some  of  the  foremost  men 
engaged  in  this  work;  representatives  of  magazines  and  news- 
papers, bill  posting  and  specialty  men,  agents  or  advertising 
directors  of  many  of  America's  foremost  concerns. 

Conditions  in  this  field  led  us  five  years  ago  to  extend  Ayer 
Service  by  opening  a  Chicago  branch. 

We  think  we  see  new  fields  of  endeavor  for  the  energy  and 
ingenuity  of  Illinois  business  men.  We  believe  we  have  in  our 
organization  something  of  unusual  helpfulness  for  them. 

Frankly,  the  greatest  difficulty  we  have  met  in  securing  Chi- 
cago and  middle-west  business  is  the  imaginary  barrier  of  dis- 
tance. In  these  days  of  fast  express  trains,  efficient  day  and 
night  letters  and  improved  long  distance  telephone  service,  Chi- 
cago is  in  reality  a  next-door  neighbor  to  Philadelphia. 

The  House  of  Ayer  &  Son  is  itself  a  great  business  center. 
Any  concern,  no  matter  where  located,  which  can  make  and  hold 
intimate  successful  relations  with  several  hundred  of  this  coun- 
try's progressive  industrial  concerns,  including  the  acknowl- 
edged leaders  in  fifty  separate  and  distinct  lines  is,  to  say  the 
least,  a  business  institution.  And  this  we  have  done. 

The  very  fact  that  in  five  important  lines  of  trade,  the  great- 
est concern  of  its  kind  in  the  world  is  in  Chicago  and  every  one 
of  the  five  an  Ayer  &  Son  customer,  willing  to  bear  testimony 
of  how  much  they  get  from  us  that  they  cannot  get  elsewhere,  is 
significant. 

We  invite  any  one  interested  to  inquire  of  our  Chicago 
clients  as  to  whether  distance  is  any  real  barrier  to  the  flow  of 
our  advertising  service  to  them.  We  have  no  rules  or  methods 
of  handling  business  which  prevent  an  accommodation  to  the 
necessities  of  the  case.  Our  only  theory  of  business  practice  is 
working  along  clean  lines  with  clean  businesses  to  promote  busi- 
ness health. 

It  is  our  belief  that  the  kind  of  advertising  service  we  are 
giving  our  Illinois  clients  fairly  entitles  us  to  more  business  in 


[21] 


*  THE  STORY  OF  THE  STATES 

that  state,  and  we  believe  we  will  get  more  if  the  manufacturers 
of  Illinois  will  acquaint  themselves  more  fully  with  the  equip- 
ment and  workings  of  this  house. 

We  shall  be  glad  to  come  to  you,  without  obligation,  and 
tell  you  how  we  work  or  to  welcome  you  at  Advertising  Head- 
quarters on  some  of  your  trips  to  Philadelphia.  We  believe 
you'll  find  us  worth  knowing. 


[22] 


Arizona's  Awakening 

A  RIZONA  can't  give  us  any  advertising;   so  we  propose 
/-^     to  give  some  to  Arizona. 

-A-  A.  If  there's  a  state  in  this  kingdom  of  the  common 
people  that  needs  advertising,  it  is  this  same  Arizona.  In  tender- 
foot geography  it  is  written  down  as  a  land  of  "sun,  sand  and 
sagebrush,"  and  you've  never  seen  a  picture  of  it  that  wasn't  all 
cowboys  and  cacti,  redskins  and  rattlesnakes. 

All  of  which  is — well,  not  the  truth,  the  whole  truth,  and 
nothing  but  the  truth,  about  the  state.  For,  know  you  that  Ari- 
zona possesses  some  wonderful  resources. 

Take  the  climate — every  variety  of  desirable  climate  from 
the  year-round  cold  of  snow-capped  mountains  to  tropical.  As  a 
dry-atmosphere  health  resort,  Arizona  rivals  Upper  Egypt — or 
will,  when  she  puts  her  story  into  proper  advertising  form. 

And  as  for  scenery — well,  for  instance,  where  is  the  magnifi- 
cent Grand  Canyon  of  the  Colorado?  Nine  chances  out  of  ten, 
you'll  guess  wrong — for  it's  in  Arizona,  every  foot  of  it!  Ad- 
vertised as  it  deserves  to  be,  you  would  not  be  satisfied  till  you 
had  treked  out  to  see  it. 

Some  of  the  largest  copper  mines  in  the  world  are  here,  too. 
Silver,  gold  and  precious  stones  are  a  valuable  side  line. 

With  an  area  that  could  cover  all  New  England  and  New 
York,  there  wasn't  much  doing  in  an  agricultural  way  until  the 
water  came — through  the  irrigation  ditches.  Now,  this  vast 
tract  is  just  blossoming  out  in  the  most  luxuriant  way. 

Arizona  is  still  in  the  experimental  stage  commercially,  just 
awakening  to  her  opportunities — but  she  has  found  out  several 
things  for  sure.  She  can  grow  citrus  fruits  of  all  kinds  and  get 
first  to  market  with  them — weeks  ahead  of  California  on  oranges, 


[23] 


*  THE  STORY  OF  THE  STATES 

lemons,  limes  and  so  on.  (Advertising  would  help  in  the  mar- 
keting— would  find  the  markets  and  get  premium  prices.) 

Arizona  raises  better  quality  figs  than  Syria,  and  her  dates 
surpass  those  of  Algeria  in  taste. 

She  grows  alfalfa  in  bumper  crops — six  and  seven  a  year. 
She  raises  the  prized  long-staple  cotton  used  in  the  manufacture 
of  thread,  the  same  kind  of  cotton  which  we  import  from  Egypt 
at  the  rate  of  55,000,000  pounds  a  year. 

Then,  there  are  the  ostrich  farms,  with  about  five  thousand 
birds.  Salt  River  Valley  is  the  greatest  place  in  the  world  for 
raising  ostriches — its  dry,  clear  air  and  sunshine  produce  finer 
feathers  than  come  from  Africa.  And,  incidentally,  these  war 
times  afford  a  chance  to  put  the  Arizona  feather  industry  up 
front. 

This  is  Arizona  in  synopsis. 

When  it  comes  to  manufactures,  she  ranks  among  the  "and 
other  states."  Yet  she  manufactures  goods  worth  more  than 
$50,000,000  a  year — a  37  per  cent,  increase  over  the  previous  five 
years. 

What  the  state  most  needs  is  population — she  has  about 
240,000  all  told,  or  two  persons  to  every  square  mile  of  soil.  It 
is  a  good  stock  to  begin  with — mostly  American,  with  ninety- 
seven  out  of  every  hundred  farms  and  ranches  held  by  white 
men,  and  eighty  out  of  every  ninety-seven  owning  the  land !  In 
the  country,  it's  a  long  way  to  the  nearest  neighbor,  but  the 
cities  and  towns  are  as  up-to-the-minute  as  the  East. 

It  is  part  of  our  business  to  know  Arizona  as  intimately  as 
we  know  the  other  states.  Our  dealings  thus  far  have  been 
mainly  to  hitch  up  an  outside  selling  plan  to  the  Arizona  market. 
We  are  prepared  to  take  the  other  end — to  advertise  an  Arizona 
product  of  the  nation. 


[24] 


Kansas 


KANSAS  owes  a  lot  to  Senator  John  J.  Ingalls.  His  poem 
on  Opportunity  is  hailed  as  an  epic.  It  is  a  peculiar 
fact  that  Kansas,  his  home  state,  is  possessed  of  bound- 
less opportunities  which  have  remained  undeveloped.  True, 
Kansas  prospers,  but  many  less  fortunate  states  could  thrive 
upon  the  advantages  she  wastes  and  neglects. 

Sixty-five  years  ago  no  white  man  claimed  Kansas  as  his 
home.  Now  over  one  and  a  half  million  boast  of  Kansas  as  their 
home.  One  or  two  generations  ago  Kansas  was  a  part  of  the 
Great  American  Desert.  Now,  "every  morning  during  the  plow- 
ing season  the  farmers  go  into  a  cornfield  as  large  as  the  whole 
state  of  New  Jersey ;  every  noon  during  harvest  the  harvesters 
come  to  dinner  from  a  wheat  field  of  20,000  acres  more  than 
Delaware;  and  every  night  Mary  calls  the  cattle  home  from  a 
pasture  larger  than  Pennsylvania." 

Kansas  exceeds  any  other  state  between  the  Missouri  River 
and  California  in  the  annual  value  of  its  manufactured  products. 
Kansas  City  stands  fifteenth  among  manufacturing  cities,  rank- 
ing such  industrial  centers  as  Jersey  City,  Providence,  Rochester 
and  her  sister  city,  Kansas  City,  Mo.  But  Kansas  has  little  call 
to  sound  her  cymbals  over  these  facts.  The  amount  of  her  man- 
ufactures is  small  in  comparison  with  her  vast  stores  of  raw 
materials. 

Kansas  knows  how  to  grow  and  how  to  mine — but  not  how 
to  sell.  Kansas — so  rich  in  natural  wealth — has  been  snoring 
soundly  at  the  advertising  switch. 

Kansas  farmers  coax  25,000,000  bushels  of  oats  out  of  the 
ground  and  get  an  average  price  of  40c.  to  50c.  The  Quaker 
Oats  Company,  of  Chicago,  trade-marks  and  advertises  oats,  and 
made  over  $2,000,000  net  profits  last  year. 


[25] 


*  THE  STORY  OF  THE  STATES 

Kansas  raises  over  150,000,000  bushels  of  corn  for  which  the 
Kansas  farmer  normally  gets  about  60c.  a  bushel.  But  a  man 
in  Battle  Creek,  Mich.,  turns  corn  into  corn  flakes,  dresses  them 
up  in  store  clothes  and  makes  many-fold  60c.  a  bushel. 

Kansas  sends  to  market  about  100,000,000  bushels  of  wheat 
at  a  normal  price  of  about  90c.,  milling  much  of  it  within  the 
state.  But  nobody  in  Kansas  is  securing  a  national  market 
through  advertising  flour. 

Kansas  sells  buckwheat  at  about  60c.  a  bushel.  But  a  con- 
cern in  St.  Joe,  right  over  in  the  neighboring  state  of  Missouri, 
puts  buckwheat  in  packages,  advertises  it  and  builds  up  a  profit- 
able business  on  Aunt  Jemima's  Buckwheat  Flour. 

We  think,  with  all  respect  to  the  Sage  of  Emporia,  that  there 
is  something  decidedly  ailing  with  Kansas.  It  needs  to  be  inocu- 
lated with  salesmanship  and  plastered  from  end  to  end  with 
trade-marks. 

Many  opportunities  for  profitable  development  and  exploita- 
tion exist  in  Kansas.  Men  with  a  national  vision  will  see  them — 
men  with  commercial  courage  will  grasp  them.  There  are  such 
men  in  Kansas.  They  need  the  help  of  men  with  national  mer- 
chandising and  advertising  experience — when  these  men  get  to- 
gether, Kansas  will  begin  to  take  the  cash  and  get  the  credit,  too. 

300  Chestnut  Street,  Philadelphia,  is  the  business  home  of 
a  number  of  men  with  such  experience.  We  have  been  remark- 
ably successful  in  serving  small  businesses  advertisingly.  The 
small — or  large — manufacturer  who  seeks  national  attention 
should  come  to  National  Advertising  Headquarters.  To  those  in 
Kansas  and  elsewhere  who  want  to  learn  more  of  advertising 
and  our  ability  to  apply  it,  this  is  an  invitation  to  write  or  call. 


[26] 


Preparedness  + Action  =  ? 

)REPARED  in  mind  and  resources"  reads  the  motto  on 
the  coat  of  arms  of  South  Carolina — and  every  word  of 
it's  true.  But,  to  crystallize  this  preparedness  into 
fruitful  results,  the  Old  Palmetto  State  needs  action,  Action, 
ACTION. 

Let  us  review  her  state  of  preparedness  as  concerns  mind 
and  resources — then  let  us  boldly  examine  the  facts  as  to  the 
use  she  is  making-  of  her  splendid  equipment. 

First,  in  the  realm  of  things  mental 

— there  is  the  famous  old  Citadel  at  Charleston.  Here, 
courses  similar  to  those  at  West  Point  are  given.  And,  owing 
to  a  wise  policy  of  general  publicity,  students  are  drawn  not  only 
from  the  home  state,  but  from  a  great  many  other  states  as  well. 

Then  there  is  Converse  College  for  women — one  of  several 
good  schools  under  private  control.  Through  a  generous  use  of 
space  in  national  mediums  Converse  is  wisely  announcing  the 
opportunities  she  has  to  offer.  And  results  are  encouraging. 
She  is  to  be  congratulated  on  her  bold,  progressive  advertising 
policy.  It  is  action  of  this  kind  that  will  lay  the  foundation  for 
a  great  future  for  this  institution. 

While  we  already  serve  several  splendid  South  Carolina 
schools,  we  believe  there  is  an  opportunity  for  general  advertis- 
ing that  many  other  good  schools  should  enjoy.  Our  broad  ex- 
perience in  guiding  the  publicity  of  a  large  majority  of  the 
schools  in  the  United  States  that  advertise  has  especially  fitted 
us  to  give  expert  counsel  and  advice  in  this  respect. 

Now,  as  to  South  Carolina's  material  resources : 

The  old  Palmetto  State  is  largely  agricultural.  Her  most 
important  crop  is  cotton.  Both  in  the  value  of  cotton  as  raw 
material  and  as  manufactured  products,  South  Carolina  takes  her 
stand  well  to  the  front. 


[27] 


*  THE  STORY  OF  THE  STATES 

Here  indeed  are  unsurpassed  opportunities  for  industrial 
growth  and  commercial  expansion.  Especially  is  this  true  of 
cotton-made  materials. 

And  yet,  in  this  state  of  tremendous  cotton  growing-  and 
cotton  manufacturing,  the  only  national  advertising  along  com- 
mercial lines  is  that  done  for  a  freckle  cream  made  in  Charleston. 

What  a  splendid  opportunity  for  the  manufacturing  and 
merchandising,  through  advertising,  of  a  trade-marked  brand 
of  hosiery!  How  perfect  is  the  setting  for  the  launching  of  a 
characterful  cotton  cloth — so  advertised  that  women  would  call 
for  it  by  name  as  they  do  any  number  of  cotton-made  materials ! 
Here,  where  the  raw  material  is  produced  in  abundance,  does  it 
not  seem  to  be  the  natural  home  for  nationally  known  brands  of 
men's  negligee  and  outing  shirts,  children's  dresses  and  rompers 
and  a  score  of  other  cotton-made  articles? 

And  why  stick  to  things  the  basis  of  which  is  grown  at 
home? 

Massachusetts  does  not  raise  her  cattle  to  supply  the  leather 
for  her  magnificent  shoe  business;  the  vegetables  for  making 
Heinz's  famous  57  varieties  do  not  grow  on  the  hills  of  Pitts- 
burgh, nor  does  Missouri  manufacture  all  the  hardware  that  has 
made  Keen  Kutter  a  household  word. 

Why  should  not  South  Carolina  be  known  as  the  home  state 
for  a  nationally  known  brand  of  kitchen  cabinets,  or  corsets,  or 
shaving  cream,  or  men's  and  women's  clothing,  or  any  number 
of  other  articles  that  are  produced  far  from  the  source  of  raw 
materials? 

What  the  Old  South  State  should  do  is  to  vary  her  indus- 
tries as  she  is  now  varying  her  crops.  To  diversify  her  manu- 
facturing is  to  prepare  for  bigger  state  growth  and  greater 
wealth  and  opportunity. 

South  Carolina  needs  the  sprinkling  can  of  advertising  to 
nationalize  the  hum  of  her  industries.  Prepared  in  mind  and 
resources  as  few  states  are,  there  is  lacking  only  the  necessary 
action  to  bring  South  Carolina  to  her  old  role  of  leader  of  the 
South. 


[28] 


Preparedness  -\-  Action  --?  if 

Here,  we  aim  to  give  good  counsel  and  to  guide  to  merchan- 
dising success  brands  which  are  ready  to  be  built  on  the  rock  of 
national  good  will.  More  small  accounts  are  handled  by  us  than 
by  any  other  advertising  agency.  At  the  same  time  we  are  serv- 
ing hundreds  of  the  leading  national  advertisers.  Perhaps  an 
advertising  scope  as  broad  and  varied  as  this  will  suggest  to 
South  Carolina  manufacturers  where  to  come  for  expert  mer- 
chandising and  advertising  counsel. 


[29] 


Mr.  Barnum's  Native  State 

AONG  her  other  rights  to  fame,  Connecticut  produced 
the  man  who  produced  "The  Greatest  Show  on  Earth" 
— Barnum — the  one  and  only  P.  T. 

He  may  have  said  that  "people  like  to  be  humbugged,"  but 
he  certainly  didn't  believe  it,  for  he  couldn't  have  won  the  patron- 
age and  friendship  which  he  enjoyed  alike  from  the  millionaire 
and  the  millionairen't  if  he  had  humbugged  them. 

Barnum  did  say,  "to  send  away  my  visitors  more  than 
doubly  satisfied  was  to  induce  them  to  come  again  and  bring 
their  friends" — and  in  saying  that  he  said  a  mouthful  of  horse- 
sense  which  every  business  man  will  do  well  to  heed. 

P.  T.  was  a  pioneer  in  advertising  and  his  appreciation  and 
application  of  publicity  were  far  in  advance  of  his  time.  Above 
all  things  he  had  initiative.  He  struck  out  and  did  things  that 
nobody  had  ever  done  before,  and  when,  at  the  age  of  forty,  he 
lost  his  great  fortune,  he  struck  out  and  made  it  all  over  again. 

"The  world  bestows  its  big  prizes  for  but  one  thing — and 
that  is  Initiative" — and  Barnum's  initiative  is  typical  of  Con- 
necticut. 

Because  Connecticut  has  this  "get-up-and-get-after-it" 
spirit,  the  world  has  been  busy  bestowing  prizes  and  medals  and 


[30] 


Mr.  Barnums  Native  State  -^ 

honors  upon  her  for  one  thing  and  another  ever  since  she  came 
into  being. 

About  every  year  it's  something  new.  One  year  it  was  a 
new  sewing  machine.  Not  only  the  machine  but  the  idea  was 
new.  It  was  such  a  good  idea  that  millions  of  men  and  women 
have  risen  up  to  call  the  inventor  blessed. 

Another  year  a  Connecticut  youth  decided  he  wanted  to  go 
to  Calcutta.  When  they  got  well  under  way  he  found  that  the 
tedium  of  social  life  on  board  ship  had  palled  on  him.  So  he 
slipped  away  by  himself  to  have  an  entertaining  session  with  his 
Yankee  ingenuity.  The  result  was  the  Colt  revolver — and  all  the 
nations  of  the  world  united  in  bowing  down  to  Samuel  Colt — 
and  then  divided  to  use  one  another  for  targets  in  the  legitimate 
consumption  of  Colt  firearms.  So  Gatling  guns,  rifles,  revolvers, 
the  bristling  implements  of  war,  are  now  made  in  a  peaceful 
Connecticut  town  and  then  bustled  away  to  fight  the  decisive 
battles  of  all  nations. 

There's  nothing  specially  wonderful  about  the  making  of 
cotton  thread — until  you  stop  to  think  how  much  intelligence 
and  patience  and  skill  is  required  to  pick,  unravel,  draw,  comb, 
rove,  spin,  twist,  wash,  bleach,  dye,  spool,  label  and  box  3000 
acres  of  Sea  Island  cotton  yearly.  It  takes  about  30,000,000  miles 
of  thread  to  keep  the  American  people's  clothes  in  condition  for 
public  appearance  for  a  year.  Yes,  thirty  million.  And  close  on 
to  a  third  of  that  comes  from  the  Willimantic  Linen  Company, 
up  in  Willimantic,  Connecticut.  They  make  28,000  miles  of  it 
every  day,  in  5000  varieties  and  300  colors.  Of  course,  it  is  the 
greatest  corporation  of  its  kind  in  America — or  it  wouldn't  be  in 
Connecticut. 

And  pins.  The  earth  opens  up  and  swallows  ten  billion  of 
them  just  on  our  side  of  the  Atlantic  every  year.  Most  of  these 
come  from  Connecticut,  too.  The  very  first  American  pin  man- 
ufacturing that  ever  showed  a  pin's  worth  of  profit  or  stability 
was  in  Connecticut.  In  Connecticut — up  in  Waterbury — there 
is  a  pin  concern  displaying  its  Initiative  and  forehandedness 
right  now  by  using  advertising  space  to  exploit  its  uncommon 
"common"  pins  and  safety  pins  under  trade-marked  names. 


[311 


*  THE  STORY  OF  THE  STATES 

The  first  man  that  ever  had  his  house  insured  lived  in  Con- 
necticut. The  date  was  1794  and  the  place  was  Hartford.  Some 
years  later  the  Hartford  Fire  Insurance  Company  organized 
with  two  expense  items— $300  a  year  for  a  secretary  and  $30  a 
year  for  fire  wood.  To-day  it  carries  risks  exceeding-  one  billion 
dollars  and  Hartford  is  one  of  the  leading  fire  insurance  cities 
of  the  country. 

The  first  accident  insurance  policy  was  written  for  a  Hart- 
ford man,  also.  The  policy  was  for  $5000  and  protected  its 
holder  from  accident  between  the  post  office  and  his  home.  The 
premium  was  two  cents.  But  it  was  a  beginning ;  somebody  had 
the  Initiative  to  be  first,  and  the  great  Traveler's  Insurance  Com- 
pany is  the  oak  that  small  acorn  sprouted. 

Initiative — somebody  to  start  something.  That's  all  it  needs 
and  the  whole  world  sits  up  and  wags  its  tail  and  yaps  for  it — 
after  it  becomes  known.  And  that's  another  story — "after  it  be- 
comes known." 

Connecticut  has  developed  her  Initiative  biceps  through 
practicing  publicity  as  much  as  through  production.  All  the 
world  and  his  brother  knows  Connecticut  and  gives  thanks  for 
her. 

Take  clocks,  for  instance.  Clocks  are  as  much  a  matter  of 
course  as  suspenders  or  sausage.  But  it  took  some  Initiative  to 
get  that  first  clock  up  on  the  kitchen  shelf  and  get  it  going.  Eli 
Terry  did  his  part  and  then  the  Yankee  pack  peddler  took  up  the 
theme  where  he  left  off.  He  was  indigenous  to  the  Connecticut 
soil  and  his  department  was  distribution,  also  transportation. 
He  figured  largely  in  both;  in  fact,  the  Yankee  pack  peddler's 
lank,  lean,  loose-jointed  legs  seem  to  have  set  the  longitudinal 
limits  for  all  distribution  problems  in  those  days. 

Then  along  came  Seth  Thomas  and  found  out  the  right  way 
to  produce  clocks.  Not  only  grandfather's  clocks  and  Colonial 
clocks  and  common  everyday  clocks,  but  tower  clocks.  After  a 
hundred  years  of  producing  exceptionally  good  clocks,  the  Seth 
Thomas  Clock  Company  found  that  was  only  half  the  battle. 
So  they  celebrated  their  hundredth  anniversary  by — advertising 
— and  brought  their  account  down  to  us  close  under  the  shadow 


[32] 


Mr.  Barnums  Native  State  + 

of  one  of  their  own  famous  tower  clocks  in  Independence  Hall. 
Now  there  are  Seth  Thomas  Tower  Clocks  in  East  India,  Peru, 
Greece,  Hawaii — even  the  Chink  listens  for  the  boom  of  the  Seth 
Thomas  Tower  Clock  in  the  square  to  know  when  to  get  up  and 
braid  his  pig  tail  for  another  day. 

Is  this  "sordid  commercialism"  that  they  raise  such  a  hue 
and  cry  about?  Not  according  to  our  Webster.  It  is  romance  of 
the  purest  dye  and  Connecticut  has  oodles  of  it. 

If  publicity  hadn't  spelled  the  second  half  of  Connecticut's 
Initiative,  what  would  it  have  benefited  the  International  Silver 
Company  to  make  silver  plate  so  good  that  it  couldn't  be  better? 
They  made  it  (Connecticut  was  the  first  state  in  the  Union  to 
have  successful  silversmiths  plying  their  trade),  then  they  ad- 
vertised it.  Consequently,  1847  Rogers  Bros.  Silver  Plate  is  a 
household  word  in  every  nook  and  corner  of  the  country.  And 
"greatest  in  the  world"  is  the  particular  leaf  the  International 
Silver  Company  has  added  to  Connecticut's  laurels. 

Our  great-grandmothers  had  a  liking  for  pompous,  impos- 
ing costumes  of  gros-grain  silks,  so  they  say.  That  gave  the 
Brothers  Cheney  their  opportunity  to  show  the  world  what  silk 
manufacturing  was  like  when  science  was  applied.  Initiative 
plus  Publicity  have  placed  the  best  silks  in  the  world  in  every 
convenient  market  in  this  country — and  brought  the  world's 
silk  record  to  the  Cheney  Brothers'  door. 

Connecticut  is  full  of  intelligent,  cultured,  interesting  peo- 
ple. She  has  more  college  students  in  proportion  to  her  popu- 
lation than  any  other  state  flying  Uncle  Sam's  flag.  Yes,  and  she 
has  so  many  schools  and  colleges  that,  after  we  got  the  first 
thirty-two  on  our  list  of  clients,  we  lost  count.  Right  here  we 
would  like  to  dictate  a  note  to  the  court  stenographer  to  the 
effect  that  the  results  of  advertising  for  those  thirty-two  schools 
have  been  so  satisfactory  to  all  concerned  that  we're  out  after 
thirty-two  more  of  the  same  brand.  "Old  Eli"  with  her  3000 
strong,  and  the  new  Connecticut  College  for  Women  both  have 
a  story  to  tell  that  would  get  the  advertising  pages  read  to  good 
purpose.  Loomis  Institute,  which  was  one  of  our  late  comers, 
has  proven  a  comer  in  every  sense  of  the  word. 


[33] 


*  THE  STORY  OF  THE  STATES 

Connecticut  or  Advertising — which  is  our  theme?  You 
can't  separate  them.  Advertising  has  made  Connecticut  known 
to  all  the  world,  and,  in  proportion  to  her  size,  she  boasts  more 
signal  advertising  successes  than  any  other  state. 

How  much  have  we  had  to  do  with  the  advertising  of  these 
Connecticut  successes.  Put  it  up  to  the  Colt  Firearms  Company, 
or  the  Cheney  Brothers,  or  the  International  Silver  Company,  or 
Manning  Bowman,  or — but  the  list  is  too  long.  All  this  infor- 
mation is  on  file  for  reference  at  the  pleasure  of  those  interested. 


[34] 


They're  Sawing  Wood 
in  Arkansas 

1^  RKANSAS — pronounce  it  "saw,"  please — has  natural  re- 
/-\  sources  unsurpassed  by  any  state.  She  is  favored  with 
JL  JL.  a  climate  that  makes  her  territory  an  ideal  dwelling 
place.  Her  altitudes  range  from  three  hundred  feet  above  sea 
level  to  three  thousand  feet.  She  has  wonderfully  fertile  valleys 
and  bottom  lands,  and  rolling  prairies.  The  valley  of  the  Ar- 
kansas River,  from  the  Oklahoma  line  entirely  across  the  state, 
knows  no  superior  as  a  cotton-growing  section. 

Arkansas  can  successfully  produce  any  crop  grown  between 
the  Gulf  of  Mexico  and  the  Great  Lakes.  Apples,  many  different 
varieties,  as  fine  as  any  in  the  Union  are  grown  here,  while 
grapes,  cherries  and  other  small  fruits  are  produced  in  abun- 
dance. 

Here  are  some  facts  about  some  of  her  other  products  re- 
duced to  conceivable  quantities. 

If  the  lumber  cut  in  a  single  year  in  Arkansas  were  sawed 
into  inch  planks,  it  would  build  a  boardwalk  twelve  feet  wide 
around  the  earth  at  the  equator.  A  year's  crop  of  Arkansas 
corn,  ground  into  meal,  would  furnish  griddle  cakes  to  every 
family  in  the  United  States  (five  people  to  a  family)  every  morn- 
ing for  a  year  and  a  half.  The  Bear  State's  rice  crop  for  a  year 
would  give  every  inhabitant  of  Greater  New  York  a  pound  pack- 
age once  a  month,  every  month  for  a  year.  Her  oat  crop  would 
furnish  a  two-pound  package  of  oatmeal  to  the  same  people,  once 
a  month,  every  month  for  two  years.  If  her  cotton  crop  for 
twelve  months  were  made  into  heavy,  knitted  union  suits  there 
would  be  enough  to  give  the  inhabitants  of  Illinois  fifteen  suits 
each,  counting  all  as  adults. 


[35] 


*  THE  STORY  OF  THE  STATES 

Arkansas  furnishes  the  raw  material  (bauxite)  for  a  very 
large  portion  of  the  world's  aluminum.  Is  there  any  good  reason 
why  she  shouldn't  convert  this  bauxite  into  cooking  utensils  and 
auto  bodies? 

In  the  nature  of  expansion,  Arkansas  must  develop  along 
manufacturing  lines.  The  opportunities  for  a  great  making  and 
selling  movement  are  simply  wonderful. 

Why  shouldn't  Arkansas  knit  and  weave  her  cotton  and 
sell  it,  converted,  under  trade-marked  names? 

Why  shouldn't  she  sell  trade-marked  boxes  of  apples  or 
crates  of  peaches,  pears  and  plums? 

Why  is  it  not  reasonable  to  expect  that  some  one  will  some 
day  sell  her  a  part  of  her  great  peanut  crop  in  the  form  of  peanut 
butter,  packed  in  jars  attractively  labeled  and  made  known 
through  national  advertising? 

We  know  of  only  one  national  advertiser  in  Arkansas — 
Crescent  College,  of  Eureka  Springs.  This  institution  of  learn- 
ing has  secured  attendance  of  students  from  sixteen  other  states 
through  magazine  advertising  placed  by  N.  W.  Ayer  &  Son,  the 
National  Advertising  Agency — advertising  counselors  to  80  per 
cent,  of  all  schools  using  general  publicity  in  the  United  States. 

Arkansas  will,  of  necessity,  seek  a  greater  market  for  her 
products.  She  will,  at  no  far  future  day,  join  the  ranks  of  na- 
tional advertisers. 

We  can  show  the  pioneer  manufacturer  of  Arkansas  the 
right  road  to  advertising  success — design  his  package,  help  him 
get  it  properly  distributed,  induce  people  to  ask  for  it  and  come 
back  for  more.  We  have  done  this  for  others,  so  advertising  his- 
tory repeated  will  not  be  remarkable.  We  would  welcome  an 
invitation  to  discuss  the  matter  with  the  Arkansas  producer  with 
courage  to  be  first — and  with  those  with  faith  to  follow  him. 


[36] 


Tickling  the  Palate  of 
a  Nation 

fa  LL  the  world  likes  cheese — the  Frenchman  his  Brie  and 
/-\  Camembert  and  Roquefort;  the  Italian  prefers  his  Par- 
JL  A.  mesan  and  Gorgonzola;  the  German  considers  his  Lim- 
burger  or  Muenster  unsurpassed;  the  Swiss  swears  by  Gruyere 
and  Schweitzer;  the  Englishman  has  his  Cheshire,  Cheddar  and 
Gloucester. 

Nearly  everybody  in  America  eats  some  kinds  of  cheese, 
from  the  plain  "American"  to  the  odoriferous  foreign  varieties 
which  may  be  located  in  the  dark  without  a  match. 

We  Americans  are  most  cosmopolitan  in  our  tastes.  We 
like  our  own  American  cheese,  but  we  can  also  appreciate  the 
palate-tickling  qualities  of  Camembert  and  Gorgonzola  and  Stil- 
ton, et  al. 

Nowadays  we  don't  have  to  go  to  Europe  for  our  cheese — we 
make  'em  all  right  at  home — and  most  of  it  in  Wisconsin. 

Lucullus,  or  his  butler,  may  know  how  to  order  by  name  a 
cheese  for  which  a  special  fondness  has  been  cultivated. 

But  how  about  the  great  "rest  of  us"? 

We  say  to  the  grocer  man  " and  I  think  I'll  have  some 

cheese,"  specifying  American  or  Swiss  if  it  be  the  docile,  unob- 
trusive, home-broke  sort  we  wish  or  Roquefort,  Brie,  Gorgonzola 
or  Camembert  if  our  tastes  run  to  antiques. 

But  to  get  down  to  cases.  Isn't  there  a  great  big  oppor- 
tunity to  market  a  line  of  cheeses  under  a  trade-marked  brand? 
American  cheese  makers  thus  far  have  made  no  attempt  to  create 
a  demand  for  such  trade-marked  products.  They  have  ignored 
the  power  of  printers'  ink  to  establish  the  reputation  of  their 
goods  and  so  increase  their  own  profits. 

448911  [371 


*  THE  STORY  OF  THE  STATES 

The  opportunity  exists  and  has  anybody  a  better  right  to 
take  advantage  of  it  than  Wisconsin,  the  greatest  cheese-produc- 
ing state  of  them  all? 

Besides  the  domestic  sorts — Cheddars,  Daisies,  Longhorns, 
etc.,  Wisconsin  produces  large  quantities  of  Swiss  and  Muen- 
ster  and  Limburger  cheeses — and  in  addition  considerable  quan- 
tities of  the  supposedly  "foreign"  kinds  in  ever-growing  quan- 
tity. In  the  Pullman  diners,  these  latter  may  be  listed  as 
"types,"  but  they  strongly  suggest  the  original. 

Last  year  Wisconsin  broke  all  records  in  her  cheese  output. 
To-day  she  is  exporting  cheese  to  Europe.  The  next  step  should 
be  to  adopt  trade-marks,  place  them  upon  every  package  and 
then  let  the  public  know  about  Wisconsin  cheese  through  adver- 
tising. 

Wisconsin  is  our  premier  state  in  dairy  products,  but  that 
isn't  the  limit  of  her  claims  to  greatness.  In  Racine  the  great  J.  I. 
Case  Company  make  and  ship  threshing  machines  to  all  the 
world.  In  late  years  this  concern  has  placed  on  the  market  the 
Case  Automobile — a  most  logical  sequence  to  such  a  great  me- 
chanical plant. 

The  Kissel  Motor  Car  Company,  of  Hartford,  are  also  top- 
liners  in  their  class  throughout  the  nation,  while  the  Jeffery  Six 
needs  but  the  mention  to  place  its  high  position  in  the  automo- 
bile world. 

It  is  our  great  pleasure  to  have  among  our  valued  clientele 
in  the  state  such  well-known  firms  as  the  Cooper  Underwear 
Company  (of  Klosed-Krotch  fame),  the  Everwear  Hosiery  Com- 
pany, the  John  A.  Salzer  Seed  Company,  and  the  Dr.  David 
Roberts  Veterinary  Company. 

Other  Wisconsin  manufacturers  might  well  follow  the  lead 
of  these  firms  and,  through  Advertising  Headquarters,  make  a 
name  and  market  for  their  products.  Gloves  and  mittens,  canned 
peas,  paper  (particularly  writing  paper),  sweaters  and  cardigan 
jackets  and  carriages  are  among  the  possibilities. 

Educationally,  Wisconsin  is  a  national  force.  The  Uni- 
versity of  Wisconsin  is,  in  Doctor  Eliot's  words,  "the  most 
useful  institution  in  America."  With  7000  resident  students 


[38] 


Tickling  the  Palate  of  a  Nation  * 

and  a  wonderful  equipment,  it  is  entirely  within  the  realm  of 
probabilities,  that,  with  advertising,  the  University  of  Wisconsin 
would,  in  a  few  years,  become  the  greatest  educational  institu- 
tion in  the  Western  Hemisphere. 

As  the  National  Advertising  Headquarters  for  schools,  N.  W. 
Ayer  &  Son  have  the  pleasure  of  advertising  several  Wisconsin 
schools  and  colleges — St.  John's  Military  Academy  (the  Ameri- 
can Rugby),  Hillcrest  School,  Wayland  Academy,  Grafton  Hall, 
Hillside  Home  School,  North  West  Military  Academy,  Milwau- 
kee-Downer College  and  Racine  College  are  well-known  names 
in  the  educational  world. 

To  the  Wisconsin  dairyman  or  manufacturer  or  educator, 
Philadelphia  may  seem  a  goodly  distance  away.  But  it  isn't. 
N.  W.  Ayer  &  Son  is  known  as  Advertising  Headquarters.  Our 
Chicago  office  is  right  at  Wisconsin's  doorstep — awaiting  her 
invitation  to  point  the  way  to  advertising  Wisconsin  success- 
ward. 

We  have  but  scratched  the  surface  of  the  source  of  Wis- 
consin's greatness,  but  we  have  sensed  the  possibilities  of  a 
greater  future  greatness.  Advertising  Headquarters  is  the  logical 
place  to  bring  about  its  development. 

Our  latchstring  is  out — 


[39] 


Where  Pep  Waits  for 
Population 

PAUL  MORTON,  late  president  of  the  Equitable  Life  of 
New  York,  said:  "Agriculturally,  commercially,  industri- 
ally, financially  and  prospectively  the  West  is  greater  than 
all  the  countries  of  history,  and  yet   it  is  only  in   the  vesti- 
bule of  its  infancy  so  far  as  production  and  wealth  are  con- 
cerned; and,  in  my  opinion,  the  West  is  destined  to  have  more 
political  power,  more   happiness  and  greater  influence   in   the 
affairs  of  the  world  than  any  other  similar  area  on  the  face  of 
the  globe." 

"The  West"  is  the  biggest  thing,  territorially,  in  the  United 
States.  On  the  extreme  northwest  corner  of  said  West  is  one  of 
the  choicest  states  of  which  this  nation  boasts.  Washington, 
right  this  minute,  is  knee  deep  in  progress.  She  has  had  boom 
tactics  applied  by  the  sharpers,  she  has  taken  the  gaff  and  suf- 
fered, but  she  has  come  through  right  and  tight  and  is  doing 
enviable  things.  In  the  to-morrows  to  come  what  President 
Morton  said  of  the  West  will  be  found  coming  true  in  Washing- 
ton State. 


[40] 


Where  Pep  Waits  for  Population  * 

Do  you  know  why  San  Francisco  is  the  first  city  on  the 
Pacific  Coast  in  volume  and  value  of  exports?  Because  she  is 
oldest.  She  was  settled  before  Seattle  or  Tacoma  were  even 
thought  of — because  she  was  nearly  a  thousand  miles  nearer  the 
civilization  of  those  pioneer  days.  As  a  matter  of  fact,  Seattle 
and  Tacoma  on  Puget  Sound  are  300  miles  nearer  Japan,  Manila, 
India  and  China  than  San  Francisco,  and  800  miles  nearer  the 
bustling  Yukon  country.  Furthermore,  Seattle  to-day  has  the 
finest  harbor  on  the  whole  Pacific  Coast  and  extensive  wharves 
and  warehouses  for  handling  shipping.  Puget  Sound  is  the  nat- 
ural gateway  to  the  Orient  and  that  enormous  territory,  Alaska. 
You  will  hear  wonderful  stories  of  commercial  growth  from  the 
shores  of  Puget  Sound  in  the  next  few  years. 

Washington  is  wonderful  in  natural  resources.  The  climate 
and  the  soil  are  her  allies.  Her  forests  are  famous,  producing 
approximately  63  per  cent,  of  all  the  Douglas  fir  cut  in  the 
United  States  and  53  per  cent,  of  all  the  cedar.  Industrially, 
lumber  is  most  important.  Tacoma  has  twenty-five  lumber  mills 
and  shingle  factories,  also  sash  and  door  factories.  She  works 
the  largest  saw  mill  in  this  country. 

But  the  resources  of  Washington  have  scarcely  been 
touched.  The  hills  are  full  of  mineral  wealth  and  water  power. 
There  is  an  abundance  of  good  coal  to  put  under  the  boilers  of 
the  factories  that  are  to  come.  The  fertility  of  Washington  val- 
ley lands  is  marvelous.  Yakima  Valley  apples  are  the  choice  of 
epicures.  But — and  here's  the  rub — Washington  will  never 
realize  on  the  prophecy  of  Paul  Morton  until  she  gets  a  popula- 
tion commensurate  with  her  needs.  There  are  millions  of  acres 
of  unimproved  or  only  partially  improved  land  in  Washington, 
Oregon,  Idaho,  Wyoming,  Nevada,  Montana  and  the  rest  of  the 
West.  These  states  will  absorb  many  millions  of  population. 
Washington,  because  of  its  timber,  because  of  its  minerals,  stone 
and  clay,  because  of  its  great  ports  on  Puget  Sound  and  its  trans- 
continental terminals,  and  because  of  destiny,  will  develop  into 
a  wonderful  importing  and  manufacturing  state.  Seattle,  Ta- 
coma, Spokane  are  now  the  supply  stations  of  Alaska.  The 
cities  of  the  Washington-to-be  will  be  the  big  manufacturing 


[41] 


*  THE  STORY  OF  THE  STATES 

centers  of  the  great  West-to-be,  producing  the  necessities  for 
the  homes  of  the  stupendous  population  that  this  section  will 
support. 

Where  is  this  population  to  come  from?  Why,  it  is  packing 
its  trunk  now.  When  the  European  War  is  over  the  tide  will 
commence.  With  the  Panama  Canal  in  working  order,  emigrants 
can  be  put  down  on  the  Pacific  Coast  for  something  like  $15 
more  than  it  will  cost  to  land  in  New  York. 

What  shall  Washington  do  to  get  her  percentage  of  this 
growth?  Let  her  land  owners  and  business  men  get  together 
with  the  railroads  and  form  an  energetic  working  committee  to 
boost  the  story  of  Washington.  Begin  a  plan  now  that  will  in- 
vite not  alone  the  hard-hit  emigrant  to  come  to  Washington,  but 
open  the  eyes  of  the  thousands  of  our  Easterners  who  are  long- 
ing for  Opportunity.  Washington !  You  have  it.  Tell  it.  Make 
it  attractive.  "Immigration  advertising  has  been  done,"  you 
say.  Has  it  been  done  in  the  best  way  possible?  Has  the  last 
word  been  said? 

We  at  Advertising  Headquarters  are  pioneers  in  doing  old 
things  in  new  and  bigger  ways.  We  will  be  glad  to  talk  to  the 
great  transcontinental  railways  or  to  a  commercial  association 
on  how  Washington's  future  can  be  capitalized  and  sold  for  de- 
velopment on  a  sound  commercial  basis.  Washington  was  once 
boomed  almost  to  death.  Let's  have  some  real  prosperity  minus 
the  stampede  and  mushroom  sauce. 


[42] 


The  Queen  State  of  the 
Southland 

IN  writing  of  Louisiana,  the  temptation  is  strong  to  dwell  at 
length  on  the  romantic  charm  of  New  Orleans. 
Her  quaint,  old  French  Quarter,  her  gorgeous  Mardi 
Gras  and  her  hospitable,  interesting  people  are  fascinating  ma- 
terial for  description. 

We,  however,  must  leave  the  sentimental  side  of  the  sub- 
ject to  the  illustration  on  the  following  page  and  to  those  writers 
who  have  dreamed  over  their  coffee  after  a  never-to-be-forgotten 
breakfast  at  Madam  Begue's. 

Our  job  is  to  tell  something  of  the  industrial  accomplish- 
ments and  possibilities  of  this  great  state. 

New  Orleans,  "the  Crescent  City,"  located  at  the  mouth  of 
the  Mississippi  River,  which  has  been  aptly  called  "the  jugular 
vein  of  the  North  American  Continent,"  holds  a  commanding 
situation  as  a  shipping  port. 

Quite  naturally,  she  is  the  chief  commercial  center  of  Lou- 
isiana, and  her  history  under  French  and  Spanish  rule,  her 
progress  from  turbulency  under  foreign  government  to  tran- 
quillity as  an  American  possession,  are  proof  sufficient  of  the 
courage  and  optimism  and  unquenchable  energy  of  her  people. 

But  the  greatness  of  Louisiana  does  not  end  with  New 
Orleans.  Greatness  is  a  quality  which  extends  to  the  entire 
state — greatness  of  area,  of  spirit,  of  purpose,  of  resource  and 
possible  achievement. 

Of  course,  Louisiana  is  a  great  cotton  state.  To  present  this 
point  as  a  piece  of  news  would  be  like  telling  you  that  New 
York  has  skyscrapers.  However,  as  an  indication  of  her  pro- 
gressiveness,  it  is  well  to  record  that,  because  of  a  wise  and 


[43] 


[44] 


The  Queen  State  of  the  Southland  * 

growing  tendency  to  diversify  her  crops,  Louisiana's  production 
of  the  fleecy  staple  has  considerably  declined  in  the  last  decade. 

Another  evidence  of  Louisiana's  organized  ability  and  enter- 
prise is  her  splendid  system  of  warehousing,  financing  and  mar- 
keting her  great  cotton  crop. 

After  cotton,  sugar  is  her  most  important  product.  In  1913, 
she  raised  five  million  tons  of  cane,  yielding  three  hundred  and 
fifty  thousand  tons  of  sugar  and  enough  syrup  and  molasses  to 
spread  all  the  waffles,  batter-cakes  and  biscuit  baked  in  the 
country. 

It  is  natural,  therefore,  that  there  should  be  located  in  New 
Orleans  the  world's  largest  molasses  and  cane  syrup  house — 
Penick  &  Ford — and  just  as  natural  perhaps  that  its  advertising 
should  be  looked  after  by  the  world's  largest  advertising  agency, 
N.  W.  Ayer  &  Son. 

To  show  her  versatility,  Louisiana  also  leads  the  country  in 
rice-growing — with  Texas,  about  two  millions  of  bushels  behind, 
in  second  place.  As  the  people  of  the  United  States  use  about 
two  hundred  millions  of  bushels  of  rice  each  year  (and  grow  less 
than  one-tenth  of  this  amount)  it  is  very  evident  that  the  rice 
grower  has  a  field  of  rare  possibilities. 

In  this  leading  industry  we  are  also  fortunate  in  numbering 
among  our  clients  the  leader,  The  Louisiana  State  Rice  Milling 
Company. 

We  feel  that  the  promotion  of  a  packaged  rice  is  an  oppor- 
tunity which  Louisiana  will  inevitably  grasp  to  her  tremendous 
advantage.  In  fact,  we  look  forward  to  the  time  when  our  client 
will  have  found  conditions  right  to  enter  this  ripe  and  virgin 
field. 

Louisiana  has  salt  enough  (and  90  per  cent,  pure)  for  the 
entire  world  for  years ;  cypress  and  long-leaf  pine  forests  to  sup- 
ply timber  to  the  next  generation,  and  a  vast  area  of  richly  fer- 
tile land  (twenty-three  million  acres  of  it — as  large  as  the  state 
of  Indiana)  waiting  for  the  hand  of  man  to  develop. 

Louisiana  also  produces  garters — garters  for  men,  which  are 
a  pronounced  improvement  over  any  sock  supporters  yet  de- 


[45] 


*  THE  STORY  OF  THE  STATES 

vised.  They  are  called  "Ivory  Garters,"  and  they  are  made  by 
the  Ivory  Garter  Company  of  New  Orleans. 

We  mention  this  to  demonstrate  the  fact  that  there  are  al- 
ways advertising  possibilities  where  there  is  a  good  product 
backed  by  a  courageous  maker. 

There  is  no  special  manufacturing  reason  for  making  a  gar- 
ter in  Louisiana.  There  are  many  reasons,  to  the  timid,  why 
another  garter  shouldn't  be  manufactured  anywhere.  There  are 
many  good  kinds  on  the  market — some  nationally  advertised. 
But  a  man  in  New  Orleans  conceived  what  he  believed  to  be  a 
better  garter,  and  he  backed  his  faith  with  an  advertising  appro- 
priation— and  in  just  a  brief  space  "Ivory  Garters"  have  estab- 
lished themselves  in  all  parts  of  the  country. 

This  is  a  real  lesson  for  some  of  our  states  (especially  the 
sister  Southern  states  of  Louisiana)  which  think  they  have  little 
to  manufacture  and  less  to  advertise. 

There  is  no  special  reason  why  Postum  and  Grape  Nuts 
should  have  been  first  manufactured  in  Battle  Creek,  Michigan. 
With  his  vision  and  ability  and  courage,  the  creator  of  these 
nationally  consumed  products  could  have  been  just  as  successful 
if  he  had  founded  his  business  in  Baton  Rouge,  Louisiana. 

On  the  other  hand,  there  seems  a  better  reason  why  a  na- 
tionally famous  coffee  should  be  advertised  by  a  New  Orleans 
maker  rather  than  a  New  York  house. 

All  of  which  is  cited  to  prove  that  it  is  a  narrow-visioned 
state  which  thinks  that  its  opportunities  are  limited  to  its  raw 
product. 

You  remember  what  Emerson  or  Elbert  Hubbard  or  some- 
body said  about  "the  man  who  makes  a  better  mouse-trap" — 
think  it  over,  you  states  who  are  buying  more  from  others  than 
you  are  selling  to  them,  and  realize  that  the  opportunity  is  yours 
to  produce  and  advertise  to  success  any  good,  valueful  thing  that 
the  people  need. 

Our  knowledge  of  business  conditions  in  Louisiana  is  best 
argued  by  our  business  connections  in  that  state,  and  that  knowl- 
edge can  help  many  another  Louisiana  manufacturer  to  success 
if  he  will  but  command  it. 


[46] 


The  Queen  State  of  the  Southland  * 

Our  representatives  know  New  Orleans  as  they  do  Philadel- 
phia— Louisiana  as  they  do  Pennsylvania.  Any  business  man  or 
firm  wishing  to  know  about  our  methods  and  service  have  only 
to  express  the  wish  and  we  will  call.  We  are  sure  that  any  of 
the  clients  we  have  named  will  gladly  testify  to  the  adaptability 
of  Ayer  Service  to  Louisiana  industries. 


[47] 


Big  Little  Rhody 

NAPOLEON  was  physically  little — they  nicknamed  him 
"The  Little  Corporal" — but  he  changed  the  map  of 
Europe  and  won  fame  as  the  greatest  soldier  of  all 
time. 

Japan  is  a  little  country  physically,  but  she  gave  big  Russia 
a  grand  good  licking,  and  now  has  Giant  China  eating  from  her 
hand. 

Rhode  Island  is  physically  "The  Littlest  Girl"  in  our  big 
family  of  states,  but  industrially  she  is  a  Hercules  (if  you  will 
pardon  the  mixed  gender),  ranking  seventeenth  in  the  total  value 
of  manufactures  as  compared  with  those  of  her  sister  states. 

All  of  which  proves  that  size  is  nothing  as  compared  to 
brains,  energy  and  get-up-and-getiveness. 

The  population  of  Rhode  Island  is  only  about  six  hundred 
thousand  souls,  but  judging  by  her  productiveness  they  must  be 
the  busiest  six  hundred  thousand  souls  in  the  country. 

To  begin  with,  Rhode  Island  had  the  men — strong-fibered, 
big-brained,  courageous  men,  from  Roger  Williams  right  on 
through  a  long  list  of  sturdy  pioneers — and  she  started  to  do  new 
things  right  from  the  jump. 

She  originated  a  form  of  government  which  was  the  most 
democratic  ever  known.  The  early  settlers  of  Providence 
founded,  in  1638,  the  first  Baptist  Church  in  America.  The  first 
British  blood  in  the  War  of  the  Revolution  was  shed  by  a  Rhode 
Islander,  and  her  citiezns  did  yeoman  service  in  winning  the 
freedom  of  the  Colonies. 

Rhode  Island  gave  the  first  spinning-jenny  to  the  United 
States;  she  established  the  first  cotton  mill;  operated  the  first 
power  looms  and  bleached  and  printed  the  first  calicoes  in 
America. 


[48] 


Big  Little  Rhody  + 

Fact  is  "Little  Rhody"  has  been  first  in  a  remarkable  num- 
ber of  things — even  in  facing  the  servant-girl  problem.  Over 
a  century  ago  this  complaint  was  published  in  a  Providence 
paper : 

"There  has  been  taken  away  from  the  servant  girls 
in  this  town  all  inclination  to  do  any  kind  of  work  and 
left  in  lieu  thereof  an  impudent  appearance  and  a  strong 
and  continued  thirst  for  high  wages." 

It  is  probable,  also,  that  Rhode  Island  can  boast  the  first 
advertising  poet,  judging  by  the  following,  which  appeared  in 
the  Providence  Gazette  and  Country  Journal  as  early  as  1796: 

"A  bunch  of  grapes  is  Thurber's  sign ; 
A  shoe  and  boot  is  made  on  mine; 
My  shop  doth  stand  in  Bowen's  Lane 
And  Jonathan  Cady  is  my  name." 

The  oldest  surviving  newspaper  in  the  United  States,  The 
Mercury,  established  in  1758  by  a  brother  of  Ben  Franklin,  is 
published  in  Newport. 

Rhode  Island  leads  every  state  except  Massachusetts  in  the 
production  of  cotton  goods,  and  is  second  only  to  Massachusetts 
and  Pennsylvania  in  worsteds  and  woolens.  In  dyeing  and  fin- 
ishing textiles,  Rhode  Island  stands  third;  in  silk  manufacture, 
sixth,  while  in  the  jewelry  industry  she  is  the  topnotcher  of 
them  all. 

There  is  woven  in  Rhode  Island  a  variety  of  cotton  cloth 
that  has  enjoyed  a  national  reputation  for  quality  for  years  with- 
out advertising,  yet  other  mills  in  other  states  are  to-day  pro- 
ducing the  same  quality  goods  and  getting  a  bigger  market  for 
them  through  advertising. 

Few  people  outside  the  immediate  circle  of  the  jewelry  trade 
realize  the  immense  importance  of  Rhode  Island  as  the  leading 
producer  of  jewelry  of  all  kinds. 

Rhode  Island  has  done  and  is  doing  great  things,  but  there 
are  still  greater  things  for  her  to  do.  The  prestige  and  patron- 


[49] 


*  THE  STORY  OF  THE  STATES 

age  that  she  enjoyed  as  the  pioneer  in  so  many  lines  is  rapidly 
being  encroached  upon  by  other  states  which  have  more  effect- 
ively invoked  the  power  of  publicity. 

The  achievements  of  Rhode  Island's  founders  were  mighty, 
despite  the  limited  means  at  their  command.  Their  descend- 
ants, with  more  abundant  capital,  greater  skill  and  better  organ- 
ization, should  keep  to  the  fore  in  the  world's  march. 

No  record  of  Rhode  Island  could  be  complete  without  men- 
tion of  Brown  University,  founded  in  1766  as  Rhode  Island  Col- 
lege. "A  government  stable  and  barracks  during  the  Revolu- 
tion," writes  an  eminent  historian,  "it  has  been  a  beacon  light 
ever  since."  Out  of  its  classic  halls  have  come  such  men  as  Al- 
bert Harkness,  J.  Lewis  Dimon,  E.  Benjamin  Andrews,  Horace 
Mann,  Henry  Wheaton,  Richard  Olney  and  John  Hay.  Her 
president  from  1827  to  1855,  Francis  Wayland,  introduced  meth- 
ods which  largely  contributed  to  the  advancement  of  education 
throughout  the  country.  Among  other  things  accomplished  by 
this  great  educator  was  the  conception  of  a  practical  method 
for  elective  studies  which  was  first  put  in  operation  in  Brown 
University  in  1850. 

Advertising  Headquarters  extends  to  the  manufacturers  of 
Rhode  Island  a  knowledge  and  a  service  in  publicity  which  will 
help  to  keep  them  in  the  leading  positions  to  which  the  quality 
of  their  products  so  justly  entitle  them. 


[50] 


New  Mexico — Next  on 
Opportunity's  Calling  List 

IF  you  were  to  ride  out  from  Carrizozo  up  a  certain  tortuous 
canyon  of  the  Tres  Cerros,  a  few  hours  would  fetch  you  to  a 
dilapidated  little  cabin  occupied  by  a  dejected  little  man.  If 
you  accepted  the  invitation  to  share  his  daily  fare  of  beans, 
bacon  and  sour-dough  biscuit,  you  would  presently  see  him  per- 
form a  most  amazing  task.  He  would  take  up  his  coal  bucket, 
walk  out  about  20  yards,  and  with  pick  and  shovel  dig  out  a 
scuttle  of  coal  from  the  face  of  a  hill  in  about  two  minutes ! 

Think  of  having  a  coal  mine  in  your  back  yard,  with  coal 
at  $3  to  $8  a  ton !  Yet  that  dejected  little  man  is  as  poor  as  a 
peon !  Rugged  mountains  bar  the  steam  horse  and  the  way  to 
the  world's  markets — his  coal  now  lies  worthless  as  rock  ex- 
cept for  his  own  use. 

Our  hero  and  his  coal  mine  typify  the  great  state  of  New 
Mexico — teeming  with  treasures  untouched  and  undeveloped. 

Capricious  nature  has  given  bountifully  to  New  Mexico,  but 
has  so  guarded  her  wealth  that  it  must  be  wrested  from  her. 
New  Mexico  needs  development — more  farmers,  more  indus- 
tries, most  of  all,  more  water.  This  great  want  will  be  partially 
met  when  the  great  $9,000,000  Elephant  Butte  Irrigation  Dam, 
now  nearly  finished,  turns  its  waters  onto  the  desert  places  of 
the  Rio  Grande  valley.  This  dam  will  form  a  lake  45  miles  long 
and  will  irrigate  180,000  acres — turning  barren  sands  into  garden 
spots. 

The  past  decade  has  seen  substantial  progress  in  New 
Mexico.  May  the  next  decade  see  more !  She  has  the  coal,  the 
coke,  the  lumber,  the  copper,  the  wool,  the  clay  products  and 
other  materials  to  make  her  an  industrial  rival  of  western  Penn- 


*  THE  STORY  OF  THE  STATES 

sylvania  or  Michigan.  Already  she  has  discovered  the  value  of 
the  once  obnoxious  soap  weed  as  a  basis  for  grass  floor  covering 
and  paper  stock. 

In  New  Mexico  there  are  two  or  three  small  national  adver- 
tisers. One  of  these  is  the  Francis  E.  Lester  Company,  of 
Mesilla  Park,  marketing  toilet  articles  and  novelties.  This  con- 
cern started  on  the  right  track  and  with  able  advertising  guid- 
ance possesses  possibilities  for  unlimited  growth. 

Another  advertiser  is  an  Ayer  client — the  New  Mexico 
Military  Institute,  at  Roswell.  In  1911  Colonel  Willson  came 
to  Advertising  Headquarters  for  a  diagnosis.  His  school  was 
confronted  with  difficult  problems.  Its  immediate  drawing  ter- 
ritory is  sparsely  settled.  Localized  advertising  was  tried  and 
found  unprofitable.  Our  experience  in  school  advertising  dic- 
tated national  advertising,  which  attracted  students  from  every 
part  of  the  country  and  especially  from  New  Mexico.  Here  is 
an  advertiser  who  realizes  that  a  national  agency  is  best  equipped 
to  handle  his  business,  though  Roswell  is  three  days  from  Phil- 
adelphia. 

Ayer  advertising  can  stimulate  the  growth  of  more  schools 
in  the  southwest.  They  may  be  small,  but  advertising  will  keep 
them  from  staying  that  way.  We  don't  believe  any  business  or 
institution  is  too  small  or  too  large  to  profit  by  advertising.  We 
want  to  show  you,  who  own  a  business,  small,  large  or  inter- 
mediate, just  how  Ayer  advertising  can  expand  that  business. 


[52] 


Modest  Maine  of  the 
Hundred  Harbors 

MAINE'S  chiefest  product  is  scenery.     She  has  oodles 
and  gobs  and  blobs  of  it,  piled  on  thick  everywhere. 
She   is   the   very   pet   of   Nature,   with   her  tree- 
fringed  coast,  pierced  and  scalloped  with  bays  and  coves  and 
inlets  and  harbors  that  are  the  ultimate  in  marine  beauty;  with 
her  emerald  hills  and  virgin  forests;  with  her  prim,  trim  farms 
and  her  fine,  clean  cities. 

But  what  chance  have  we  to  paint  the  beauties  of  Maine? 
Thoreau  did  it  with  his  pen.  Whistler  might  have  done  it  with 
his  brush  and  palette.  The  railroads  are  trying  to  do  it  with 
their  gorgeous,  glowing  invitations  to  "Vacation  Land." 

So  great  are  the  natural  charms  of  Maine  that  it  is  a  won- 
der her  people  can  work  with  such  beautiful  surroundings  to 
distract  them. 

But  they  do  work,  and  their  accomplishments  have  been 
many  and  great.  They  have  done  much  for  us  of  other  states. 

Of  their  timber  and  granite  and  limestone  they  have  con- 
tributed largely  to  the  building  of  our  homes  and  offices  and 
public  edifices. 

Of  their  sweet  corn,  potatoes,  salmon  and  herring,  they 
have  made  delicious  contributions  to  our  tables — not  even  spar- 
ing their  lobster,  which  is  so  excellently  good  that  they  might 
be  pardoned  for  eating  it  all  themselves. 

Of  her  silver  birch,  Maine  contributes  to  the  work-baskets 
of  the  world  spools  to  the  annual  value  of  $1,000,000. 

She  was  first  to  engage  in  shipbuilding  in  America,  and 
has  strewn  the  seas  with  staunch  vessels  to  help  in  transport- 
ing the  commerce  of  the  world. 


[531 


*  THE  STORY  OF  THE  STATES 

She  has  mothered  great  men  who  have  left  an  enduring 
mark  on  the  politics,  the  literature  and  the  business  of  our 
nation. 

With  all  her  accomplishments,  Maine  has  been  modest — 
too  modest,  in  fact,  for  her  commercial  good.  She  has  done 
little  advertising  in  proportion  to  her  opportunities  to  adver- 
tise; yet,  strangely  enough,  she  has  produced  two  of  the  great- 
est figures  in  the  advertising  of  this  country — Cyrus  H.  K.  Cur- 
tis and  Frank  A.  Munsey.  Probably  the  backwardness  in  pub- 
licity of  their  native  state  is  why  these  men  left  home.  Cer- 
tainly they  were  born  with  the  advertising  instinct,  and  not  only 
have  they  built  up  great  businesses  for  themselves  through  ad- 
vertising, but  have  furnished  the  mediums  to  forward  the  cause 
of  advertisers  everywhere. 

Maine's  reason  for  not  advertising  is  surely  not  lack  of  op- 
portunity. She  has  possibilities  galore.  For  example: 

In  Aroostook  County  there  is  produced  an  Irish  potato  of 
exceptionally  fine  quality.  The  climatic  conditions  and  the  soil 
are  unusually  well  suited  to  this  vegetable. 

Since  1900,  through  improved  methods,  the  potato  crop  of 
Aroostook  County  has  been  increased  fully  500  per  cent.,  grow- 
ing from  four  million  bushels  to  about  twenty-five  million  bush- 
els. Through  advertising,  the  peculiar  desirability  of  these 
potatoes  could  be  made  known,  and  there  seems  no  reason  why 
they  could  not  be  pushed  into  a  national  demand. 

In  Eastport,  there  are  eighteen  sardine  canning  factories, 
which  would  do  well  to  look  to  the  extension  of  their  product. 

In  Portland,  there  is  the  largest  window  screen  factory  in 
the  world;  but,  great  as  is  its  production,  we  believe  that  with 
more  advertising  effort  its  output  could  be  largely  increased. 

Yes,  Maine  has  plenty  of  advertising  opportunities — and 
she  is  waking  to  them.  The  Boards  of  Trade  of  her  cities  are 
busily  urging  her  producers  to  progress.  Expositions  of  her 
industries  and  products  are  being  held  to  enthuse  her  people  to 
greater  industrial  activity,  and  soon  Maine  will  be  noted  for 
many  more  things  besides  being  the  "Vacation  Land." 


[54] 


Modest  Maine  of  the  Hundred  Harbors  if 

Advertising  Headquarters  is  at  her  call.  We  have  an  office 
in  Boston,  and  probably  handle  more  New  England  accounts 
than  any  other  half  dozen  agencies  combined. 

As  an  evidence  of  our  ability  to  serve  Maine  clients  we 
point  to  our  work  for  the  Old  Town  Canoe  Company  of  Old 
Town.  We  have  worked  happily  with  this  concern  for  many 
years,  and  we  believe  that  to  any  interested  inquirer  it  will  give 
a  good  account  of  the  service  we  have  rendered.  Advertising 
has  been  a  stimulating  force  to  the  business  of  this  client  and 
any  other  Maine  manufacturer  with  a  worthy  product  can  ad- 
vertise it  to  advantage.  That  is,  of  course,  if  the  advertising  is 
intelligently  conceived  and  conducted,  as  it  has  been  for  the 
Old  Town  Canoe  Company.  It  is  our  business  to  supply  such 
advertising,  and  on  request  we  will  gladly  demonstrate  how  we 
can  do  it  for  other  Maine  industries. 

We  believe  in  Maine,  and  we  are  willing  to  back  our  faith 
with  time  and  effort  to  show  her  manufacturers  how  to  extend 
their  markets. 


[551 


Magic  in  Oklahoma 

SINCE  the  Mayflower  landed  on  Plymouth  Rock  this  coun- 
try has  been  pretty  busy  piling  up  population,  prosperity 
and    progress.      That    is,    most    of    the    country    except 
Oklahoma. 

The  Oklahoma  Mayflower  didn't  land  till  April  22,  1889. 
At  noon  on  that  day  bugle  blasts  released  20,000  pioneers  lined 
up  on  Oklahoma's  borders.  Before  that  hour  white  men  could 
not  legally  hold  Oklahoma  land. 

Don't  think  that  because  Oklahoma  started  late  she  stayed 
behind.  No  indeed.  She  has  caught  up  with  many  states  and 
passed  some  in  points  of  population,  prosperity  and  progress. 
It  is  only  since  1907  that  she  got  her  second  wind.  In  that  year 
the  east  and  west  sides  (as  they  are  called  there)  got  together 
and  added  a  star  to  the  flag. 

Events  move  rapidly  in  Oklahoma.  In  four  months  after 
the  opening,  Guthrie  had  5000  population  with  four  daily  news- 
papers and  six  banks.  A  certain  church  in  a  certain  town  oc- 
cupied in  quick  succession  a  tent,  a  "lean-to,"  a  frame  church 
building  and  at  last  a  handsome  stone  edifice.  A  family,  a  real 
estate  man  and  a  Chinese  laundry  actually  occupied  the  first 
three  locations  immediately  after  the  church  left. 

In  Oklahoma  City  and  other  towns  hundreds  of  families 
lived  in  tents  while  their  houses  were  being  built.  Even  up  till 
six  or  seven  years  ago  it  was  not  uncommon  to  see  night  shifts 
working  on  skyscrapers!  On  every  side  you  hear  stories  of 
men  who  came  into  the  Oklahoma  country  with  about  two  bits 
and  retired  with  fortunes  in  a  few  years. 

All  of  this  is  why  an  orthodox  representation  of  Father 
Time  won't  do  when  he  is  depicted  working  through  Oklahoma. 


[56] 


Magic  in  Oklahoma  + 

He  has  to  be  a  premier  prestidigitator  instead  of  a  plodding 
patriarch,  wearing  a  wand  instead  of  a  scythe. 

Oklahoma  is  known  as  a  "good  newspaper  state."  The 
papers  as  a  rule  are  ably  edited,  holding  the  confidence  and  re- 
spect of  their  communities  and  exerting  a  powerful  influence. 
They  have  achieved  a  remarkable  advertising  success  in  con- 
verting farmers  to  the  necessity  of  increasing  the  acreage  of 
dry  land  crops  such  as  milo  maize  and  kaffir. 

Nature  has  sure  branded  Oklahoma  with  prosperity  this 
year.  Bales  and  bushels  of  dollars  are  being  harvested  in  its 
cotton  and  corn  fields.  And  with  its  gas  and  oil  fields  yielding 
at  full  blast,  Oklahoma  is  slated  for  an  industrial  expansion  that 
will  make  some  of  the  more  prominent  Eastern  States  look  to 
their  laurels.  Cheap  fuel  is  beckoning  many  manufacturers  to 
Oklahoma;  abundance  of  raw  materials  is  bringing  others.  The 
state  is  beginning  to  be  able  to  count  the  value  of  its  manufac- 
tured products  as  great  as  that  of  its  agricultural  production. 

Oklahoma  is  a  country  of  pioneers  and  its  history  reads 
like  a  romance.  But  there  is  more  pioneering  to  be  done  by 
Oklahomans — it  will  be  every  bit  as  romantic  and  profitable  as 
past  pioneering.  We  speak  of  advertising  pioneering. 

Right  now  there  are  a  few  manufacturers  and  schools  in 
Oklahoma  that  can  profitably  employ  good  advertising  to  a 
considerable  extent.  Their  advantage  in  coming  to  N.  W.  Ayer 
&  Son  is  to  secure  a  service  in  which  the  pioneering  has  all  been 
done — with  the  trails  blazed,  with  the  false  paths,  rocky  roads 
and  steep  mountains  all  charted  on  the  commercial  map. 

Our  success  in  increasing  the  attendance  of  schools  through 
the  country  should  make  an  interesting  story  for  Oklahoma 
schools.  We  will  gladly  tell  it — write. 


[57] 


"Fi 


"They  eat  all  they  can,  and  njuhat  they  can't,  they  tin.  " 

Opulent  Oregon 

OR  agricultural  purposes,"  said  Congressman  McDuffie, 
in  1842,  "I  would  not  give  a  pinch  of  snuff  for  the  whole 
territory." 

The  learned  gentleman  was  referring  to  Oregon — yet  it  has 
since  been  said  that  there  is  scarcely  a  grain,  fruit,  vegetable, 
grass,  tree,  plant  or  flower  that  grows  in  the  United  States  or 
Europe  which  cannot,  on  some  portions  of  the  soil  of  Oregon,  be 
raised  to  perfection. 

Which  is  cited  to  prove  that  even  Congressmen  are  not 
always  right. 

The  equable  climate  of  Oregon,  and  the  rich  soil  of  her 
splendid  valleys  make  her  one  of  our  best  agricultural  states, 
but  for  further  details  in  that  particular  we  must  refer  you  to 
the  Government  reports.  Our  space  is  limited  and  Oregon's 
products  are  quite  the  contrary. 

All  we  can  hope  to  accomplish  here  is  to  suggest  some  few 
of  Oregon's  opportunities  to  expand  her  trade  and  industries 
through  advertising. 

Take  salmon,  for  instance.  The  magnificent  Columbia 
River  is  the  greatest  salmon-producing  stream  in  all  the  world. 
Of  this  Prince  of  Fishes  it  has  been  said  that  Oregonians  "eat 


[58] 


Opulent  Oregon  + 

all  they  can  and  what  they  can't,  they  can"  (or  tin,  as  the  Eng- 
lishman told  it). 

Thousands  of  tons  of  salmon  are  annually  caught  and 
canned  in  Oregon,  and  since  artificial  propagation  has  been 
solved  there  is  little  likelihood  of  a  falling  off  in  the  supply. 

And,  mind  you,  this  Columbia  River  salmon  is  the  finest  ob- 
tainable— yet  nothing  has  been  done  to  proclaim  its  superior 
merits  through  advertising.  That's  where  Oregon  has  neglected 
a  real  opportunity. 

While  salmon  is  a  staple  food — one  of  the  most  nutritious 
of  all  edibles — the  housewife  has  never  been  taught  to  call  for  it 
by  a  first  name.  She  asks  for  a  can  of  salmon,  and  she  gets  it — 
whether  it  is  the  best  salmon  she  can  buy  she  has  no  way  of 
knowing. 

Now  there  are  lots  of  salmon  canned  in  Washington  and 
Alaska  and  Maine — more  in  Washington,  really,  than  in  Ore- 
gon— but  if  the  Oregon  canners  will  put  the  advertising  behind 
their  salmon,  they  can  make  it  the  standard  with  trade  and 
consumer. 

We  should  like  the  opportunity  to  discuss  their  advertising 
possibilities  with  some  of  Oregon's  salmon  canners. 

We  also  see  a  great  opportunity  for  Oregon  canned  vege- 
tables and  fruits,  fresh  and  dried. 

We  haven't  said  a  word  about  Oregon's  noble  forests  and 
her  great  lumber  industry.  We  haven't  touched  on  her  great 
mineral  wealth,  nor  her  wonderful  stock-raising  achievements; 
we  can  only  devote  a  line  to  her  practically  unlimited  water- 
power  for  the  driving  of  great  manufactories;  we  could  write 
a  book  on  her  attractions  for  home-seekers. 

It  is  only  our  purpose  to  let  her  know  that  we  appreciate 
her  for  the  great  state  she  is ;  that  we  have  carefully  studied  her 
possibilities,  and  that  we  are  eagerly  ready  to  help  her  people 
with  the  kind  of  advertising  which  will  bring  her  to  the  manu- 
facturing eminence  to  which  she  is  so  justly  entitled. 

With  her  superior  natural  endowments,  if  the  Northwest 
had  been  settled  first,  she  would  have  flourished  even  better 
than  the  Northeast,  and  with  aggressive  advertising  she  still  has 
the  opportunity  to  overcome  the  handicap  of  youth. 


[59] 


Where  the  Colonels 
Come  From 

WHICH  one  of  us  anywhere  can  plead  "not  guilty"  to 
having  tried  to  express,  in  bass,  baritone  or  tenor,  an 
intense  yearning  for  our  "old  Ken-tuck-kee  Ho-o-me 
far  a-way-ie"? 

Few  of  us  ever  had  a  Kentucky  home,  few  of  us  ever  will 
have  one,  but  somehow  Kentucky  appeals  to  all  of  us  as  the 
Old  Home  State. 

That's  because  Kentucky  is  homey  and  hospitable  and 
genial  and  beautiful  and  restful — where  your  real  Gentleman  is 
not  extinct,  and  poetry  and  romance  and  horse-racing  and  ora- 
tory and  love-making  are  still  vogue. 

Of  all  Kentucky's  products,  the  two  finest  (in  which  she 
leads  the  world)  are  Courtesy  and  Hospitality. 

These  two  "commodities,"  of  which  the  supply  seems  to 
sadly  dwindle  in  our  rough-and-tumble  scramble  for  wealth,  are 
the  richest  possessions  any  state  or  any  man  can  boast. 

With  them,  we  really  live  and  enjoy  our  commerce  with  our 
fellows.  Without  them,  we  are  sordid,  self-centered  people, 
seeking  our  own  ends  and  souring  into  unlovable  loneliness. 

It  is  not  our  province  to  write  an  essay  on  gentility ;  "Marse 
Henry"  Watterson,  whose  gifted  pen  we  have  not,  is  the  gentle- 
man for  that;  but  as  business  men  writing  to  business  men  in 
the  general  interest  of  business,  we  may  certainly  emphasize  the 
value  of  courtesy  in  our  commercial  life.  The  attraction  of 
dealing  with  gentlefolk  is  the  secret  of  success  in  many  a  great 
business. 

But  Kentucky  has  other  things — very  many  others.  Her 
rare  natural  beauty  has  been  the  inspiration  of  poets  and  song- 


[60] 


Where  the  Colonels  Come  From  ^ 

writers  since  her  earliest  days.  It  was  in  the  cool  depths  of 
her  sibilant  forests  that  the  great  ornithologist — John  J.  Audu- 
bon — studied  bird  life  and  conceived  the  writings  which  gave  us 
sympathy  and  understanding  for  our  feathered  friends. 

Nature  has  not  only  lavished  her  beauties  on  this  Grande 
Dame  of  states,  but  has  blessed  her  with  a  soil  astonishingly 
fertile. 

From  her  great  tobacco  crops  she  sends  out  sweet  solace 
to  the  men  of  the  world.  The  very  geniality  and  good-fellow- 
ship of  Kentucky  seem  to  go  into  her  tobacco,  and  is  thence 
transmitted  by  pipe  to  its  smokers.  So  important  and  valuable 
is  this  crop  that  it  has  been  the  basis  of  war  between  growers 
and  buyers  which  would  furnish  material  for  a  shelf  of  ro- 
mance. 

Next  in  the  order  of  her  products  come  sweet  corn  and 
hemp,  followed  by  practically  every  other  grain,  vegetable  and 
fruit  known  to  the  writers  of  the  Census  Reports. 

Webster  might  have  given  Kentucky  as  a  definition  of 
"plenty" — plenty  of  good  people,  good  climate,  good  scenery, 
good  land,  good  stock  and  good  "eats." 

But,  if  Kentuckians  do  not  think  it  will  take  too  much  from 
their  enjoyment  of  life  to  devote  a  little  more  attention  to  the 
extension  of  their  opportunities  they  can  have  plenty  more. 

We  can  make  our  point  best  by  citing  the  case  of  the  Mam- 
moth Cave.  Time  was  when  this  great  natural  wonder  was  a 
famous  visiting  spot  for  travelers  from  everywhere.  We  had 
all  read  about  it  in  the  Fourth  Reader,  and  in  those  salad  days 
made  it  one  of  our  ambitions  to  explore  its  mystic  depths.  Lots 
of  us  went  there  on  our  honeymoons,  vacations  and  anniver- 
saries. 

But  now  most  of  us  are  going  somewhere  else.  Why? 
Simply  because  other  resorts  and  places  of  interest  have  been 
made  better  known  and  more  attractive  to  us.  How?  Through 
advertising ! 

Sad  to  admit,  it's  a  fickle,  forgetful  old  world  we  are  living 
in.  The  lover  who  goes  away  is  all  too  often  replaced  by  the 
one  who  stays  on  the  job.  The  fine  old  house  from  which  we 


[611 


*  THE  STORY  OF  THE  STATES 

used  to  buy  through  heredity  and  habit  is  forsaken  for  the  fresh 
new  house  which  keeps  on  keeping  before  us  with  its  adver- 
tising. 

This  is  the  age  of  the  megaphone— ADVERTISING— and 
Kentucky  needs  more  of  it. 

Think  what  a  chance  she  has.  Plenty  of  raw  products  to 
manufacture  and  plenty  of  opportunity  to  manufacture  almost 
anything. 

Louisville's  location  is  what  Kaiser  Bill  would  call  strategic. 
It  is  known  as  "The  Gateway  City  to  the  South."  It  is  really 
a  much  wider  gateway.  Its  trade  channels  could  as  easily  flow 
North,  East  and  West. 

Louisville's  present  manufacturers  (and  there  are  many  of 
them)  should  do  more  advertising,  and  more  manufacturing 
should  be  done  in  Louisville  and  Kentucky  at  large. 

The  location  is  ideal.  It  but  remains  for  men  of  courage 
and  ideas  to  produce  something  the  people  want  and  advertise 
it  into  national  sale. 

Those  present  Kentucky  manufacturers  who  seek  to  extend 
their  territory  nationally  are  invited  to  enlist  the  services  of 
the  undersigned  National  Advertising  Agency  which,  while  lo- 
cated in  Philadelphia,  does  business  with  St.  Louis,  Denver 
and  Boston  advertisers  as  successfully  as  with  those  in  its  own 
home  town. 

We  have  helped  and  are  helping  Kentucky  schools  to  pro- 
claim their  advantages — among  others  the  Kentucky  Military 
Institute,  an  old  and  well-known  school  for  boys  with  the  unique 
feature  of  a  winter  home  in  Florida  which  makes  possible  a 
whole  school  year  outdoors.  The  Kentucky  College  for 
Women,  a  highly  esteemed  institution  of  Danville,  is  also  num- 
bered among  our  clients,  and  there  are  other  schools  in  this 
state  which  could  use  our  service  to  their  profit. 


[62] 


A  State  That  Is  Just 
Being  Born 

SOMEBODY  said,  "The  West  is  growing  old." 
Idaho  is  a  new  state,  admitted  in  1890,  but  she  is 
already  old  in  her  ways. 

The  fact  is,  Idaho  began  where  other  states  had  arrived 
after  a  hundred  years  of  development. 

Cross  over  the  Bitter  Root  Mountains  and  go  west  through 
the  great  timber  regions  until  the  little  stream  you  follow  has 
grown  into  a  great  river,  carrying  tens  of  thousands  of  logs  to 
the  saw  mills,  and  the  country  looks  new. 

So  does  any  great  forest  and  lumber  country  look  new. 

But  go  into  the  plains  country,  and  you  will  find  they  have 
been  operating  machines,  lighting,  heating,  cooking  and  iron- 
ing with  electricity  for  a  dozen  years. 

Pretty  good  indication  of  a  new  state's  forwardness,  you 
will  agree. 

Idaho  reckons  her  advancement  in  multiples.  You  are  not 
left  to  depend  alone  on  the  enthusiastic  stories  you  get  when 
you  talk  to  Idaho  people.  The  figures  are  easily  verified  by  the 
Government  census. 

In  1909  the  state's  rough  lumber  product  was  ten  times  as 
great  as  in  1899.  Her  shingles  four  times  as  great.  Dairy 
products  seven  times  as  great.  Flour  and  mill  products  nearly 
four  times  as  great.  In  these  ten  years,  1899  to  1909,  her  man- 
ufacturing interests,  as  a  whole,  had  made  an  increase  of  646 
per  cent. 

That  is  the  manufacturing  item  alone.  It  takes  no  account 
of  the  diversified  farming — the  grains,  the  valuable  fruits — and 


[63] 


*  THE  STORY  OF  THE  STATES 

the  mines.  They  would  tell  the  same  story.     For  instance,  we 
cite  the  30,000  tons  of  beet  sugar  produced  in  the  state  in  1909. 

There  is  inspiration  in  the  quick  development  of  the  re- 
sources of  this  big  state,  tenth  in  area  in  the  Union.  Travel 
through  Idaho's  apple,  apricot,  cherry  and  peach  orchards,  and 
her  grain  fields,  noting  the  fine  lands  alongside  yet  to  be  culti- 
vated, and  you  get  the  impression  that  the  state  is  just  being 
born. 

There  is  room  in  Idaho  to  do  big  things.  The  state  has  ten 
million  acres  of  as  good  land  as  lies  out  of  doors  and  plenty  of 
water  in  her  rivers  to  irrigate  it.  Her  virile  people  are  at  it. 
The  number  of  farms  has  increased  76  per  cent,  in  ten  years. 
Irrigation  works  to  cost  $150,000,000  have  been  planned  and  ap- 
proximately $30,000,000  have  been  expended. 

If  you  want  to  see  how  the  state  is  multiplying  values,  we 
remind  you  that  applying  water  to  this  Idaho  land  raises  its 
price  from  a  few  dollars  to  several  hundred  dollars  per  acre. 
Remember,  there  are  ten  million  acres  of  it  and  water  in  abun- 
dance to  do  the  job. 

*  *  *  * 

What  has  this  passing  glance  at  a  prosperous  new  state  got 
to  do  with  Advertising  Headquarters  located  in  Philadelphia? 

Idaho's  time  is  coming.  The  superior  Nampa  apricots  must 
be  better  known.  Growers  of  luscious  Twin  Falls  apples  and 
peaches  will  wisely  trade-mark  their  fruit  and  introduce  it  to 
the  world.  Then  this  National  Advertising  Agency  and  the  peo- 
ple of  Idaho  will  come  into  closer  relations. 

The  quickening  hand  of  advertising  would  be  a  great  aid 
right  now  in  putting  good  farmers  on  those  ten  million  acres. 

We  are  ready  to  extend  the  same  well  considered  advertis- 
ing services  to  Idaho  interests  that  we  are  rendering  people  in 
other  Western  states.  Our  business  is  emphatically  national. 
Correspondence  invited. 


[64] 


HHBT 


''Grim  Children  of  the  Iron"  Age" 

A  State  With  Growing  Pains 

TALK  about  trouble !  Mobile,  Alabama,  has  certainly  had 
her  share.  Her  history,  from  the  time  of  her  settlement 
by  the  Sieur  de  Bienville,  back  in  1711,  or  thereabouts, 
till  the  more  recent  years,  has  been  full  of  disasters. 

She  has  the  unique  distinction  of  being  a  city  over  which 
the  flags  of  five  different  governments  have  waved.  This  fre- 
quent shifting  of  ownership  necessarily  involved  some  little 
unpleasantness  before  the  "Now  Under  New  Management"  sign 
was  raised,  and  during  these  periods  the  atmosphere  of  the  Gulf 
City  was  so  full  of  arrows  and  buckshot  that  it  was  not  favor- 
ably looked  upon  as  a  health  resort. 

To  lend  variety  to  her  troubles,  Mobile  has  been  visited 
with  fires,  floods  and  pestilence — just  one  darn  thing  after  an- 
other— till  you'd  think  this  Mother  City  of  Alabama  would  be 
all  tuckered  out. 

But  not  so — not  at  all  so!  She  comes  up  smiling  after  every 
fresh  trouble,  and  squares  away  again  on  her  progressive  course. 
If  you  could  loiter  to-day  in  one  of  Mobile's  shady  parks,  whis- 


[651 


*  THE  STORY  OF  THE  STATES 

pered  to  by  Gulf  breezes  and  lulled  by  the  sweet  songs  of  birds ; 
if  you  could  meet  her  fine,  optimistic  people  and  watch  the 
steady  growth  of  her  commerce,  you  would  never  think  of  her 
as  a  city  which  had  suffered  much. 

There's  a  lesson  for  us  all  in  the  history  of  this  rare  old 
place.  She  has  borne  her  tribulations  with  a  smile  and  has  come 
through  them  with  head  erect  and  determination  undaunted — 
the  Spartan  mother  of  a  vigorous  state. 

To  quote  a  Mobile  chronicler,  she  was  "born  in  romance, 
baptized  in  fire,  educated  in  commerce;  her  past  is  interesting, 
her  present  prosperous,  while  her  future  promises  to  surpass 
them  both."  We  look  for  great  things  from  Mobile. 

And  Montgomery — "The  Cradle  of  the  Confederacy" — a 
worthy  sister  of  Mobile!  A  city  notable  in  the  politics  of  the 
South  and  great  in  her  industrial  accomplishments;  the  home 
of  Yancy,  famous  orator  and  statesman ;  the  inauguration  place 
of  Jefferson  Davis,  President  of  the  Confederate  States;  the 
busy  capital  of  a  growing  state,  able  to  adjust  herself,  after  the 
ravages  of  war,  to  the  peaceful  and  successful  pursuits  of  com- 
merce. 

Montgomery  was  founded  by  a  New  Englander,  Samuel 
Dexter  of  Massachusetts,  and  was  originally  named  "New  Phil- 
adelphia." Dexter,  in  parcelling  out  the  town,  reserved  a  fine 
site  for  the  future  State  Capitol.  Thirty  years  later  his  dream 
was  realized  and  the  present  beautiful  Capitol  Building  stands 
on  Dexter's  original  site.  Surely  there  is  much  in  hope  and 
optimism ! 

And  so,  to  quote  another  Alabama  historian  who  writes 
about  Montgomery,  "business  enterprise  has  adapted  itself  to 
new  surroundings.  It  is  to-day  a  city  of  the  New  South.  Far 
over  the  wide  stretches  of  field  and  river  float  the  long  streamers 
of  smoke,  the  banners  of  the  modern  army  of  industry." 

But  Alabama  has  other  children — sturdy  and  honorably 
stained  with  the  smoke  and  sweat  of  toil.  Birmingham  and 
Bessemer,  with  their  smoke-belching  foundries  and  coke-pits 
red-eyed  from  sleepless  fires — grim  children  of  the  iron  age,  sup- 


[66] 


A  State  With  Growing  Pains  + 

plying  the  world  with  the  sinews  of  construction,  and  feeding 
its  engines  with  the  heat  of  which  power  is  born. 

Birmingham  is  now  frequently  referred  to  as  "the  Pitts- 
burgh of  the  South."  We  believe  that,  at  the  present  rate  of  her 
progress  in  the  iron  and  steel  industry,  it  is  quite  within  the 
realm  of  possibility  that  the  phrase  will  in  future  years  be  re- 
versed and  Pittsburgh  will  be  called  "the  Birmingham  of  the 
North." 

This  busy  city  has  seen  her  manufacturing  opportunities. 
Wresting  from  her  mines  the  raw  material  for  factory  equip- 
ment and  power  she  is  inducing  the  building  of  plants  at  the 
source  of  supply. 

She  is  a  worthy  namesake  of  old  Birmingham  in  England, 
whose  great  industries  are  famed  throughout  the  world. 

Alabama  may  well  be  proud  of  Birmingham.  She  is  doing 
great  things,  and,  with  a  continuance  of  the  progressive  effort 
which  her  people  are  displaying,  her  future  as  a  leading  manu- 
facturing center  of  the  country  is  assured. 

Alabama  has  no  cause  to  envy  other  states.  Her  vast  wealth 
of  coal  and  iron ;  her  great  crops  of  cotton  and  cereals ;  her  tim- 
ber-studded acres;  her  adequate  veining  of  railroads;  her  fine 
Gulf  port;  her  beautiful  cities  and  progressive  people — all  these 
combine  to  make  her  great. 

Another  fine  possession  of  Alabama  is  her  newspapers. 
Both  editorially  and  from  a  news  standpoint  they  rank  with  the 
best  of  the  country.  The  newspapers  of  the  state  are  great  fac- 
tors in  its  upbuilding,  and  Alabama  is  especially  strong  in  this 
element  of  expansion. 

Add  to  the  industrial  accomplishments  and  possibilities  of 
Alabama  the  vital  thrill  of  advertising  and  she  will  rapidly 
flourish  to  still  greater  greatness.  Advertising  Headquarters  is 
ready  with  the  "thrill"  when  Alabama  says  the  word. 


[67] 


The  Granite  State 


NEW  HAMPSHIRE'S  greatest  gift  to  the  nation  is 
health.  Up  among  her  "heaven-kissing"  White  Moun- 
tains thousands  of  people  renew  their  strength  and 
youth  each  summer,  leaving  about  ten  million  dollars  of  outside 
money  in  the  state  every  year. 

Here,  indeed,  is  "The  Playground  of  the  Nation"  affording 
every  joy  that  any  soul  with  the  love  of  out-o'-doors  can  crave, 
and  presenting  a  scenic  beauty  which  baffles  even  the  descrip- 
tive genius  of  the  clever  writers  of  railroad  literature. 

But  you  know  all  this,  just  as  you  know  that  New  Hamp- 
shire was  the  native  state  of  Daniel  Webster,  who  did  not  write 
the  dictionary. 

Perhaps  you  also  know  that  New  Hampshire  was  the  origi- 
nator of  Old  Home  Week,  which  has  come  to  be  a  national  insti- 
tution, and  that  she  is  the  National  Headquarters  of  the  "Hay 
Fever"  Association  during  the  sneezing  season. 

However,  there  are  other  and  more  important  things  about 
New  Hampshire  which  are  known  to  all  too  few  of  us. 

Most  people  mentally  see  New  Hampshire  as  an  audience  at 
the  theater  sees  the  drop  curtain.  The  audience  views  a  gor- 
geous scenic  effect  without  any  idea  of  the  activities  going  on 
behind  the  scene.  We  outsiders  consider  New  Hampshire 
scenically,  and  know  very  little  of  her  commercial  activities. 

Few  of  us  know  that  there  is  located  in  Manchester  the 
largest  cotton  goods  manufactory  in  the  United  States.  This 
concern  employs  over  16,000  workers  and  operates  620,000 
spindles.  There  are  many  other  great  textile  industries  in  New 
Hampshire  whose  goods  are  well  known  to  the  trade,  but  not 
to  the  consumer. 

Who  considers  New  Hampshire  as  a  great  shoe-producing 


[68] 


A  State  With  Growing  Pains  if 

state  ?  Manchester  ranks  fifth  among  our  cities  in  this  line,  with 
an  annual  output  of  footwear  valued  at  $20,000,000. 

Why  should  we  not  know  Manchester  shoes  as  well  as  those 
of  Brockton? 

Fine  blankets  are  manufactured  in  New  Hampshire,  but 
we  have  never  been  taught  to  prefer  to  sleep  under  them  or 
given  a  name  by  which  to  call  for  them.  New  York,  however, 
successfully  markets  trade-marked  sheetings. 

Up  in  Concord  there  is  what  is  stated  to  be  the  largest  ex- 
press wagon  works  in  the  world.  Nashua  boasts  a  great  ice 
cream  freezer  industry,  and  throughout  "The  Granite  State" 
there  are  other  large  manufactories  in  many  staple  lines. 

The  South  advertises  its  cypress  and  California  pushes  her 
redwood — is  it  too  dreamy  to  imagine  that  New  Hampshire 
could  successfully  advertise  her  granite  to  architects  and  build- 
ers? There  is  none  finer  or  worthier  to  go  into  our  homes  and 
public  buildings. 

Here  is  a  state  which  ranks  high  in  the  total  value  of  her 
manufactured  products,  yet  by  the  general  mass  of  us  she  is 
looked  upon  only  as  a  good  place  to  spend  the  summer. 

New  Hampshire  needs  to  take  the  country  behind  her 
scenery.  She  needs  advertising.  Her  manufacturers  should 
make  the  worth  of  their  products  generally  known  and  give 
them  names  by  which  they  may  be  called  for. 

Advertising  Headquarters  stand  ready  to  guide  them  in  the 
ways  of  publicity  and  sales  expansion  as  successfully  as  it  is 
guiding  other  manufacturers  in  all  parts  of  the  country. 


[69] 


Nevada  Gets  Her 
Second  Wind 

HARDLY  anybody  lived  in  Nevada  when  we  got  the  ter- 
ritory from  Mexico  in  1848.  Next  year  the  Forty-niners 
stalked  over  her  plains,  not  even  hesitating,  in  their 
grand  rush  to  California. 

Ten  years  later,  such  fabulous  wealth  was  discovered  in  the 
Comstock  lode  as  has  never  been  known  in  the  history  of  the 
world,  with  the  possible  exception  of  the  Rand  in  South  Africa. 
Five  years  more  and  they  were  erecting  the  territory  into  a 
state,  and  the  Government  quickly  established  its  mint  at  Car- 
son City  to  coin  the  gold  and  silver.  Incidentally,  that  was 
along  about  the  time  this  National  Advertising  Agency  got 
going. 

Three  hundred  million  dollars  out  of  a  single  mine !  Five 
hundred  millions  out  of  one  camp !  Such  sums  would  make  even 
great  old  warring  nations  with  overgrown  bond  issues  stop  and 
take  notice.  Virginia  City,  with  600  miles  of  workings  under- 
neath her — shafts,  drifts,  tunnels  and  stopings — became  almost 
overnight  the  leading  city,  except  one,  west  of  the  Rocky  Moun- 
tains. 

Those  were  the  good  old  days  when  they  had  "a  man  for 
breakfast  every  morning."  Nevada  was  then  the  "wild  and 
woolly  West,"  but  she  was  piling  up  gold  and  silver  bullion  in 
her  gulches  like  cordwood  to  increase  the  per  capita  money  of 
the  world. 

Then  came  the  slump. 

It  seemed  as  if  Nevada's  greatness  had  forever  departed. 


[70] 


Nevada  Gets  Her  Second  Wind  if 

Her  mineral  wealth  "petered  out,"  or  was  thought  to  have 
"petered  out."  Her  mining  population  left  her  almost  as  rapidly 
as  it  came.  At  the  1900  census  there  were  perhaps  a  hundred 
cities  in  the  country,  each  with  a  greater  population  than  the 
entire  state  of  Nevada.  Politicians  and  statesmen  were  talking 
of  states  that  were  "rotten  boroughs,"  and  Nevada  furnished  the 

example. 

*  *  *  * 

But  Nevada  came  back. 

At  the  1910  census  she  had  almost  doubled  her  1900  popu- 
lation. She  came  with  new  people,  new  plans,  new  energies  and 
new  industries.  She  is  not  as  spectacular  as  she  was  in  the  fa- 
mous 60's  and  70's,  but  she  has  a  permanence  which  was  a 
stranger  to  her  in  the  olden  days. 

Nevada  has  got  her  second  wind  in  mining,  but  she  does  not 
now  depend  on  mining  alone.  Her  prosperity  is  rooted  deep  in 
agriculture,  in  fruit  and  vegetable  growing,  in  stock  raising  and 
in  numberless  small  manufacturing  enterprises. 

Nevada  has  an  annual  rainfall  of  but  12  inches,  while  it  can 
rain  6  inches  in  a  day  in  Missouri.  But  irrigation  is  turning 
barren  wastes  into  fine  farms. 

The  Government's  Truckee-Carson  irrigation  project  covers 
350,000  acres.  Wherever  water  can  be  had,  the  sunshine  and 
fertile  soil  bring  bumper  crops  of  grain,  potatoes,  peas,  beans, 
sweet  potatoes  and  corn.  Her  plains  lie  low.  The  climate  in 
her  southern  end  is  semi-tropical  and  cotton  and  excellent  figs 
are  grown. 

Has  Nevada  anything  to  advertise?  Yes.  For  instance, 
Nevada  figs  should  be  nationally  known.  The  tonic  properties 
of  her  mountain  air  should  be  capitalized.  Beautiful  Lake  Tahoe, 
and  others,  higher  than  the  tops  of  the  Alleghenies,  should  be- 
come famous  in  song  and  story. 

We  are  not  strong  on  singing  at  Advertising  Headquarters, 
but  we  are  ready  to  tell  the  story  of  Nevada's  attractions  in  a 
way  to  turn  them  to  account. 


[71] 


Taciturn  Tennessee 

THE  virtue  of  modesty  as  a  commercial  asset  is  a  mooted 
question.    There's  no  slightest  doubt  of  the  dollars  and 
cents  value  of  the  modest  violet — let  him  who  buys  them 
in  the  dead  of  winter  attest  that  statement.    But — violets  never 
brought  two-fifty  a  bunch  until  somebody  carried  them  up  out 
of  the  field  and  put  them  behind  a  plate  glass  window  pane, 
thereby  making  them  wholly  desirable. 

To  know  anything  about  what  "Taciturn  Tennessee"  is  and 
does,  has  been  and  gives  rich  promise  of  becoming,  you  must 
even  go  down  into  "Taciturn  Tennessee"  and  root  it  out  for 
yourself.  Then,  belike,  you'll  some  time  make  your  way  down  a 
shady  old  street  of  a  shady  old  town  and  find  yourself  consider- 
ing with  speculative  eye  the  possible  reason  for  preserving  such 
a  ramshackle  little  old  shop  as  the  one  before  you,  with  its  little 
old  jagged  sign  bearing  the  inscription — "A.  Johnson,  Tailor." 
Not  until  you  go  farther  and  are  confronted  with  an  imposing 
monument  towering  skyward  and  inscribed  "To  Andrew  John- 
son, President  of  the  United  States,"  do  you  get  the  connection. 
Tennessee — and  Andrew  Johnson,  why  of  course!  And 
now  that  you  come  to  think  of  it,  also  Andrew  Jackson.  Like- 
wise James  Knox  Polk.  Tennessee — mother  of  three  Presidents, 
all  holding  their  positions  of  trust  through  some  of  the  most 
trying  years  known  to  the  strenuous  early  history  of  the  country ! 
On  further  search  it  transpires  that  Presidents  are  not  the 
only  products  of  her  rock-ribbed  mountains  that  Tennessee  has 
sent  to  the  White  House.  Some  of  the  exquisite  marbles  which 
grace  the  capitol  building,  notably  the  magnificent  staircase, 


C721 


Taciturn  Tennessee  ^ 

came  from  the  Tennessee  quarries,  which  export  great  quanti- 
ties about  the  country  yearly.  Authorities  tell  us  there  is  no 
more  beautiful  building  material  in  all  the  world  than  this  glow- 
ing- pink  marble  which  has  given  Tennessee  third  place  among 
marble  producing  states. 

Modern  architecture  calls  for  the  use  of  plenty  of  marble 
and  doubtless  plenty  more  of  it  would  be  used  if  the  beauty  of 
this  blushing  Tennessee  variety  were  made  known.  First  place 
is  not  a  very  far  cry  from  third  place. 

Memphis,  greatest  cotton  market  in  the  world,  has  done 
much  to  develop  the  cotton  industry  throughout  the  entire 
South.  Though  she  was  pitifully  scourged  by  the  yellow 
plague  from  1870  to  1880,  closing  all  her  places  of  business  for 
months  every  year,  after  the  storm  had  passed  she  reared  her 
head  again  right  royally  and  pursued  her  progressive  course. 

That  Tennessee  was  a  seething  center  of  warfare  in  other 
years  is  beyond  question  when  we  recall  such  names  as  Lookout 
Mountain,  Chattanooga,  Missionary  Ridge,  Chickamauga.  That 
Tennessee  required  a  long  convalescence  to  recover  from  the 
storm  of  shot  and  shell  that  broke  over  her  is  quite  natural. 
That  Tennessee  should  live  in  her  past  and  permit  it  to  hide 
from  the  world  her  avowedly  praiseworthy  progress  in  com- 
mercial affairs  is  unthinkable. 

Tennessee  has  much  to  contribute  to  the  comforts,  the  lux- 
uries, the  necessities  of  her  sister  states.  It  is  true  that  the  vast 
stillness  of  the  mountains  may  have  fostered  the  habit  of  silence 
in  her  people.  And  the  habit  of  silence  may  be  responsible  for 
the  absence  of  the  habit  of  advertising  in  Tennessee.  Tennes- 
see's progress  has  been  remarkable.  She  is  even  unique  in  cer- 
tain lines  of  manufacture.  Bristol,  for  example,  was  one  of  the 
few  cities  to  which  we  could  turn  for  dyestuffs  when  the  war  cut 
off  our  foreign  supply.  Bristol  is  also  the  home  of  the  Reynolds 
Corporation,  whose  cleansers  and  polishes  are  brightening  up 
the  country  pretty  generally — a  happy  condition  which  Ayer  ad- 
vertising has  helped  to  bring  about. 

Tennessee  has  a  number  of  large  hosiery  mills  which  have 
developed  a  considerable  business,  but  no  determined  and  con- 


[73] 


*  THE  STORY  OF  THE  STATES 

sistent  advertising  effort  to  establish  these  goods  in  permanent 
national  favor  has  been  made. 

At  present,  due  to  heavy  war  orders,  these  factories  are  work- 
ing overtime.  However,  they  need  not  be  dependent  upon  a 
quarrel  between  King  and  Kaiser  to  keep  their  business  boom- 
ing, if  they  will  apply  the  right  kind  of  advertising  to  their 
product. 

Nashville,  founded  in  1780  as  "the  advance  guard  of  western 
civilization,"  has  justified  her  prophets.  She  is  rapidly  becom- 
ing the  recognized  center  for  higher  and  professional  education 
in  the  South,  with  schools  that  generously  merit  the  publicity  of 
careful  advertising.  Knoxville,  Chattanooga,  Sewanee,  all  have 
more  than  their  share  of  more  than  commonly  good  educational 
institutions,  proving  conclusively  the  truth  of  a  statement  of  the 
United  States  Bureau  of  Education — that  wherever  the  first 
settlers  of  Tennessee  went,  they  carried  a  log  schoolhouse. 

The  log  schoolhouses  of  the  advertising  branches  of  Ten- 
nessee's education  seem  to  have  been  a  bit  neglected — owing 
perhaps  in  part  to  a  native  modesty — and  in  part  to  the  fact  that 
the  growth  of  the  children  is  never  quite  so  apparent  to  Mother, 
as  to  those  somewhat  farther  away. 

Tennessee's  commercial  and  industrial  children  are  grow- 
ing. We  have  no  modesty  which  prevents  our  publishing  that 
fact  to  the  wide,  wide  world.  We  would  like  the  honor  of  tak- 
ing those  children  separately  under  our  care  and  assisting  them 
to  develop  all  their  native  power.  Tennessee,  Mother  of  states- 
men and  Davy  Crockett — in  the  days  "When  Men  Grew  Tall," 
you  sent  more  than  your  share  of  big  men  into  the  ranks !  So, 
we  remind  you  that  we  are  looking  to  you  to  produce  commer- 
cial giants  also,  and  we  ask  nothing  better  than  to  be  called  in  to 
assist  you  in  your  process  of  development. 


[74] 


Where  Advertising 
Tastes  Agree 

MINNESOTA  believes  in  advertising-.    In  that  she  is  by 
no  means  unique.    But  the  fact  that  most  of  her  adver- 
tisers believe  in  the  same  kind  of  advertising  certainly 
gives  her  a  peculiar  claim  to  distinction. 

We  might  almost  say  that  Minnesota  manufacturers  have 
a  standard  recipe  for  advertising.  Take  one  large  illustration, 
write  a  few  words  of  copy,  beautifully  engrave  and  print  in 
colors  on  a  cover  page. 

Whether  it  be  flour,  breakfast  food  or  underwear,  practi- 
cally the  same  process  is  followed,  with  the  result  that  while 
Minnesota  advertising  is  beautiful  and  striking,  it  is  nearly  all 
alike. 

Other  advertisers  believe  that  such  advertising  is  for  the 
billboards  which  must  be  quickly  glimpsed.  They  take  the  op- 
portunity in  their  magazine  publicity  to  argue  the  merits  of  their 
products,  but  Minnesota  advertisers  seem  to  think  that  what  is 
good  for  the  boards  is  also  good  for  the  magazines. 

There's  no  question  about  the  artistic  beauty  of  Minnesota 
advertising  as  a  whole,  but  having  attained  a  sort  of  common- 
placeness  of  excellence,  we  do  question  whether  each  individual 
Minnesota  advertiser  gets  his  greatest  possible  share  of  the 
returns. 

It  would  seem  especially  desirable  that  the  advertising  of 
manufacturers  in  the  same  line  should  be  different.  Yet  the 
similarity  of  Minnesota  advertising  is  particularly  noticeable  in 
that  of  her  flour  mills.  It  is  hardly  wise  to  rely  on  the  beauty  or 
cleverness  of  a  picture  alone  to  influence  a  consumer's  preference 


[75] 


*  THE  STORY  OF  THE  STATES 

— especially  if  a  competitor  is  publishing  pictures  of  equal  ef- 
fectiveness. 

In  our  humble  opinion  Minnesota  advertising,  good  as  it 
unquestionably  is,  could  be  diversified  to  the  decided  advantage 
of  the  advertisers. 

Now,  a  word  about  Minnesota  flour.  The  magnitude  of  her 
production  of  this  staple  is,  we  believe,  but  slightly  appreciated. 
Minneapolis  alone  possesses  twenty-three  flour  mills  with  a 
daily  capacity  of  seventy-five  thousand  barrels  or  more.  Fig- 
ured by  the  year,  these  mills  furnish  material  for  about  four  bil- 
lion loaves  of  white  bread. 

A  great  percentage  of  the  flour  of  Minnesota  goes  to  the 
consumer  indirectly  via  the  loaf  of  bread,  and  the  amount  of 
flour  bought  by  the  housewife  for  domestic  use  is  only  a  small 
part  of  the  total  production. 

Would  it  not  seem,  then,  that  the  advertising  of  these  flour 
manufacturers,  which  is  almost  entirely  directed  to  the  con- 
sumer, is  neglecting  an  important  field? 

How  about  educating  the  baker  to  the  advantages  of  sup- 
plying his  customers  with  bread  baked  with  a  certain  kind  of 
flour? 

We  have  no  patent  schemes  to  propose  in  this  connection. 
However,  a  great  yeast  manufacturer  with  whom  we  are  asso- 
ciated and  who  has  peculiar  problems  in  dealing  with  the  baker 
and  the  housewife,  tells  us  that  we  have  rendered  great  assist- 
ance in  helping  to  solve  these  problems. 

And  so  we  have  been  thinking  that  we  might  be  very  help- 
ful to  some  of  Minnesota's  flour  manufacturers  in  this  direction. 

In  devoting  so  much  of  our  space  to  the  advertising  of  Min- 
nesota and  her  flour  industry,  we  have  denied  ourselves  the  op- 
portunity to  adequately  treat  of  her  manifold  products  and 
varied  manufacturing  accomplishments. 

Her  lumber  products  alone,  in  which  she  is  one  of  our  lead- 
ing states,  make  her  wealthy,  totaling  an  annual  value  of  forty 
odd  millions  of  dollars. 

She  is  a  greater  packer  of  meats  than  most  of  us  realize, 


[761 


Where  Advertising  Tastes  Agree  if 

her  resources  in  this  line  yielding  many  millions  of  dollars  annu- 
ally. 

In  dairy  products  Minnesota  ranks  high,  standing  among 
the  leaders  in  her  butter  output,  and  as  a  producer  of  iron  ore 
she  holds  first  place. 

Printing  and  publishing  holds  an  important  place  among 
Minnesota's  industries.  Between  1899  and  1909  this  business  in- 
creased nearly  one  hundred  per  cent,  and  it  is  steadily  on  the 
gain. 

The  twin  cities  of  St.  Paul  and  Minneapolis  form  the  metro- 
politan center  of  the  Northwest.  These  two  cities  combined 
have  a  population  exceeding  half  a  million,  and  in  their  progres- 
sive vigor  they  are  not  surpassed  by  any  American  cities.  Al- 
together, Minnesota  is  a  great  and  growing  state,  with  as  many 
uncultivated  as  cultivated  opportunities.  Her  potentialities  are 
only  limited  by  her  enterprise,  and  we  believe  that  she  has  the 
enterprise  to  finally  take  advantage  of  all  that  she  has  to  offer 
the  world. 

There  are  many  large  advertisers  in  Minnesota,  and  many 
others  who  are  in  the  growing  stage.  The  success  that  these 
manufacturers  have  gained  through  publicity  should  be  a  stim- 
ulus to  others  to  join  their  ranks.  There  are  any  number  of 
latent  advertising  possibilities  in  this  great  state,  and  Advertis- 
ing Headquarters  would  like  the  opportunity  to  nurture  them. 

We  are  well  equipped  to  serve  any  Minnesota  concern  ad- 
vertisingly.  We  have  the  experience  which  enables  us  to  intelli- 
gently tackle  the  problems  in  all  lines  of  merchandising,  and  our 
Chicago  office  forms  a  quick  and  sympathetic  point  of  contact. 


[77] 


"Mother  of  States  and  of 
Statesmen" 

WE  overheard  a  man  say  recently  that  Virginia  was  not 
much  of  a  producer.  "No?"  thought  we,  "we  won- 
der if  you  know  that  Virginia  came  pretty  close  to 
producing  the  United  States?" 

By  her  resolution  against  the  Stamp  Act,  Virginia  made  the 
first  move  toward  producing  the  revolution  against  British  rule, 
which  finally  resulted  in  the  freedom  of  our  country. 

Virginia  also  produced  the  man  who  wrote  the  Declaration 
of  Independence.  She  also  declared  her  independence  before 
any  of  the  colonies  and  gave  the  first  written  constitution  to 
mankind. 

George  Washington,  the  Father  of  his  Country,  was  another 
Virginia  product;  likewise  Thomas  Jefferson,  the  Father  of 
Democracy,  which  has  made  us  the  greatest  nation  in  the  world. 

We  should  say  that  Virginia  has  done  fairly  well,  all  things 
considered,  and  while  she  may  not  have  been  very  busy  making 
money,  she  has  been  tremendously  occupied  in  making  it  pos- 
sible for  other  states  to  exist  and  prosper. 

"She  cherishes  tender  memories  of  brave  men  and  gracious 
women" — to  us  that  seems  the  finest  tribute  that  was  ever  paid 
a  state.  "Brave  men  and  gracious  women" — may  heaven  pro- 
long the  strain ! 

But  there's  a  library  of  books  full  of  Virginia  history.  Study 
it  to  know  the  full  pride  of  being  an  American — we  must  hasten 
to  other  things. 

Advertising  was  responsible  for  Virginia's  beginning,  and 
she  had  a  great  advertising  promoter  in  Sir  Walter  Raleigh.  He 
was  the  father  of  all  the  tobacco  advertising  which  fills  the  mag- 


[78] 


"Mother  of  States  and  of  Statesmen  '  + 

azines  to-day.  So  effective  was  his  publicity  that  even  till  now 
our  English  cousins  buy  Virginia  tobacco  as  something  extra 
choice. 

Richmond  had  its  beginning  from  an  advertisement  of  "Lots 
for  Sale"  published  by  Evelyn  Byrd  in  the  Virginia  Gazette, 
back  in  April,  1737. 

Richmond !  There's  a  place  to  really  live  in — "full  of  good 
feeding,  breeding  and  fellowship,"  and  according  to  Thackeray, 
"the  merriest  place  and  the  most  picturesque  I  have  seen  in 
America." 

And,  by  the  way,  you  who  look  on  Virginia  as  backward 
might  do  well  to  make  a  mental  note  that  Richmond  was  among 
the  first,  if  not  the  very  first  American  city  to  be  lighted  with 
gas. 

Now  that  Virginia  has  borne  the  brunt  of  making  it  pos- 
sible for  all  of  you  other  states  to  prosper  commercially,  she  has 
the  time  to  turn  her  aristocratic  hands  to  toil. 

She  has  the  soil  to  grow  almost  everything.  She  has  the 
waterways  and  railways  to  bring  her  products  to  market. 

Lynchburg  is  already  a  great  shoe  manufacturing  center. 
Only  four  other  cities  in  the  country  outrank  her  in  the  produc- 
tion of  shoes.  Lynchburg  also  has  the  largest  dark  loose  leaf 
tobacco  market  in  the  world  and  one  of  the  largest  flour  mills 
in  the  country;  she  ranks  second  in  the  South  in  the  manufac- 
ture of  cast  iron  pipe  and  leads  all  Dixie  in  the  distribution  of 
wagons  and  buggies. 

All  over  Virginia  signs  of  progress  are  in  evidence.  She's 
coming  along  in  fine  style,  and  we  venture  to  assert  that  she 
will  in  the  future  be  famous  not  only  as  "The  Mother  of  States- 
men," but  as  the  mother  of  great  business  men  as  well. 

We  already  have  the  honor  of  acting  as  the  advertising 
counsellors  of  some  of  her  well-known  manufacturers,  as  well  as 
thirty-five  of  her  leading  educational  institutions — and  our  arms 
are  open  to  all  of  her  industries  which  seek  to  grow. 


[79] 


The  Blue  Ribbon 
Agricultural  State 

SOME  years  ago  during  the  visit  of  an  eminent  foreign  dig- 
nitary to  this  country,  the  late  James  G.  Elaine  was  asked 
how  the  distinguished  guest  might  best  be  given  a  vivid, 
lasting  impression  of  our  land.     Mr.  Elaine  replied,  "Take  him 
through  the  state  of  Iowa  in  the  daytime." 

If  that  great  statesman  were  living  to-day,  he  would  have 
no  reason  to  retract  this  statement;  for  from  the  time  that  Mr. 
Iowa  Farmer  wrested  the  land  from  the  redskins,  the  Hawkeye 
State  has  been  typically  American.  Agriculture  is  paramount  in 
American  activities,  and  tilling  the  soil  is  Iowa's  long  suit. 

Agriculture  and  Iowa  are  to  all  intents  and  purposes  synony- 
mous. From  where  the  Mississippi  forms  the  Napoleonic  profile 
of  Iowa  on  the  east,  to  where  the  muddy  Missouri  flows  by  her 
back-door  bluffs  on  the  west,  Iowa  is  a  never  ending  panorama 
of  rolling  hills  covered  with  corn,  wheat,  oats,  grazing  cattle  and 
still  more  corn.  For  of  all  the  great  Northwestern  states,  which 
are  now  more  than  ever  the  place  from  which  the  world's  break- 
fast comes,  Iowa  is  the  Ben  Adhem  of  the  bunch  and  justly  de- 
serves the  sobriquet,  "The  Blue-Ribbon  State,"  so  aptly  be- 
stowed upon  her  by  one  of  her  large  agricultural  publications. 

Iowa  ranks  first  in  the  production  of  corn  and  oats  and  in 
the  value  of  the  horses,  hogs  and  poultry  within  her  borders. 
She  outranks  all  other  commonwealths  in  the  amount  invested 
in  farm  machinery.  She  stands  second  in  the  production  of  hay, 
the  value  of  her  beef  cattle,  farm  buildings,  farm  property  and 
the  area  of  her  improved  farm  land.  She  leads  in  annual  rev- 
enue per  farm. 


[80] 


The  Blue  Ribbon  Agricultural  State  + 

If  a  hole  thirteen-sixteenths  of  an  inch  in  diameter  were 
bored  straight  through  this  terrestrial  ball  from  Sioux  City  to 
Siam,  Hy  Clymer,  of  Iowa,  could  dig  down  into  his  jeans  and 
ante  up  enough  jitneys  from  his  1914  profits  and  farm  valuation 
to  plug  that  hole  with  a  solid  core,  if  he  so  elected. 

He  has  the  wherewithal,  as  shown  by  the  fact  that  Iowa 
stands  third  among  the  states  in  bank  deposits.  He  isn't  a  bit 
averse  to  spending  it  for  what  he  wants.  Proof  of  this  is  the 
fact  that  one  out  of  every  ten  automobiles  sold  in  the  United 
States  in  the  past  year  was  purchased  by  an  lowan.  Iowa  goes 
in  strong  for  electrical  utilities,  talking  machines,  jewelry;  in 
short,  all  the  modern  coveniences  and  luxuries,  as  well  as  the 
necessities.  Hy  Clymer  and  wife  want  everything  looking  spick 
and  span,  everything  up-to-date. 

Run-down-at-the-heel  farms  are  almost  as  much  of  a  rarity 
in  Iowa  as  are  icebergs  in  the  Indian  Ocean. 

Iowa  is  the  most  intelligent  commonwealth  in  the  Union, 
boasting  the  lowest  percentage  of  illiteracy  (1  9-10  per  cent.)  of 
any  commonwealth.  This  is  largely  responsible  for  the  growth 
of  her  exceptionally  good  newspapers  and  excellent  agricultural 
publications  that  unite  to  cover  the  state  as  the  waving  corn 
covers  her  rolling  hills.  It  is  a  remarkable  fact  that  three  such 
publications  as  Iowa  Homestead,  Wallace's  Farmer  and  Successful 
Farming  should  be  published  in  one  community.  The  growth 
of  the  latter  paper  is  a  monument  to  its  publisher,  Mr.  E.  T. 
Meredith,  whose  name  looms  large  among  Iowa's  prominent 
citizens. 

Iowa  is  doing  big  things  in  the  production  of  women's  un- 
derwear, men's  work-shoes,  children's  garments,  sleeping  gar- 
ments and  sunbonnets.  Her  wonderful  State  Agricultural  Col- 
lege at  Ames  is  turning  out  scientific  farmers  and  teaching  her 
daughters  the  knack  of  making  puddings  and  patching  quilts, 
accomplishments  equally  as  important  as  playing  a  hand  at 
"bridge"  or  interpreting  Beethoven.  Waterloo  Engines,  Bur- 
lington Baskets  and  Hercules  Stump  Pullers  are  well  known,  but 
who  has  heard  of  "Cedar  Rapids  Corn  Flakes,"  "Council  Bluffs 


[81] 


*  THE  STORY  OF  THE  STATES 

Canned  Goods,"  "Keokuk  Corn  Starch"  or  "Muscatine  Bacon 
and  Lard"? 

Iowa  is  sending  an  immense  amount  of  raw  materials  to 
neighboring  states  to  be  made  into  finished  products.  Enter- 
prising, wide-awake  manufacturers  in  other  states  are  market- 
ing these  trade-marked  articles  in  enormous  quantities,  profiting 
by  the  prestige  created  for  them  and  building  up  great  industries 
affording  a  livelihood  to  thousands  of  workers.  They  are  "car- 
rying corn  flakes,  corn  starch  and  canned  corn  to  Iowa"  and 
Iowa  is  paying  the  price  while  outsiders  reap  the  benefit. 

Iowa  needs  one  thing  to  complete  the  alliterative  combina- 
tion of  three  "P's."  She  has  Prosperity  and  Progress.  She 
needs  far  more  Publicity.  It  is  well-nigh  inexplicable  that  so 
wide-awake  and  up-to-date  a  state  has  thus  far  employed  this 
great  modern  force  to  so  comparatively  small  a  degree. 

With  Iowa's  strategic  location  in  "The  Heart  of  the  Corn 
Belt,"  as  Successful  Farming  puts  it,  her  admirable  transpor- 
tation facilities  by  river  and  rail,  her  nearness  to  the  sources  of 
raw  materials,  she  is  in  a  position  to  develop  large  manufactur- 
ing interests  and  make  what  she  has  to  offer  known  the  nation 
over.  One  achievement,  the  great  Keokuk  power  dam  which 
cost  twenty  million  dollars,  may  be  cited  as  an  instance  of  what 
Iowa  has  done  to  attract  new  manufactories  and  stimulate  the 
growth  of  those  which  she  has.  It  was  the  privilege  of  Adver- 
tising Headquarters  to  have  shared  in  this  great  enterprise  in 
the  preparation  of  the  campaign  of  publicity  which  preceded  the 
completion  of  the  project. 

"Cedar  Rapids  Suits  Me — It  Will  Suit  You"  has  become  a 
familiar  slogan.  Des  Moines  is  not  a  whit  behind  her  sister 
cities  in  this  respect.  This  city,  probably  the  largest  in  the 
country  to  "go  dry  on  its  own  hook,"  is  very  properly  the  capital 
of  this  wonderful  state.  The  gilded  dome  of  the  State  Capitol 
towers  above  as  progressive,  optimistic,  hustling  and  justly 
proud  a  city  as  can  be  found  in  the  Union.  The  comprehensive 
improvements  now  under  way  will  make  Des  Moines  one  of 
the  most  beautiful  cities  in  the  world. 

Where  is  there  a  market  with  possibilities  for  good  mer- 


[82] 


The  Blue  Ribbon  Agricultural  State  if 

chandise  greater  than  prosperous,  progressive,  intelligent  Iowa? 
Where  is  there  a  more  fertile  field  for  the  liberal  use  of  con- 
sistent, persistent,  red-blooded  advertising  that  can't  help  be- 
ing resultful  in  the  richest  measure?  Conditions  are  ideal  for 
development  from  the  embryonic  stages  down  through  the 
swaddling-clothes  period  of  local  advertising  to  the  full-grown 
robustness  of  national  advertising. 

Indisputably  there  have  been  and  are  now  in  Iowa  full  many 
enterprises  with  great  advertising  possibilities,  that  have  been 
"born  to  blush  unseen"  through  the  want  of  the  great  modern 
force — Publicity.  We,  of  Advertising  Headquarters,  with  our 
years  of  experience  in  advertising  everything  from  flower  seeds 
to  motor  cars,  can  lutherburbank  these  potentially  great  pros- 
pects into  the  full  bloom  of  success  that  is  the  portion  of  those 
concerns  offering  nationally  sold,  nationally  known  reputable 
merchandise. 

As  to  our  knowledge  of  Iowa  and  local  campaigns,  our  good 
friends,  Messrs.  Tone  Bros.,  of  Des  Moines,  with  whom  we  have 
worked  pleasurably  and  profitably  for  a  term  of  years,  helping 
in  the  development  of  their  great  spice  business,  will,  we  feel 
sure,  bear  witness.  The  scope  of  our  national  business  and 
diversity  of  our  clientele  is  the  best  recommendation  of  our 
ability  to  help  in  building  wisely  and  well. 


[83] 


Picks  and  Shovels  Have  Made  an 
Empire  Out  of  a  White  Elephant 

SPEAKING  about  a  "white  elephant  on  your  hands" — fancy 
having  a  million  acres  of  arid  land  placed  to  your  credit — 
with  conditions !  Bunch  grass  and  sagebrush,  barren 
rocks  and  sparse  scrub  timber,  with  impassable  mountains 
around  it  and  war-whooping  Indians  spread  over  it.  It  takes 
courage  to  face  a  Christmas  gift  of  that  kind. 

But  even  arid  land  has  its  possibilities.  So,  when  Congress 
allotted  a  million  acres  of  it  to  Montana  provided  she  would  put 
it  in  condition  for  cultivation,  was  Montana  discouraged  ?  Not  a 
bit  of  it.  She  looked  over  the  bunch  grass  and  the  sagebrush 
and  the  barren  rock  and  the  sparse  scrub  timber,  then  put  her 
ear  to  the  ground  Indianwise  and,  hearing  in  the  distance  the 
roar  of  her  mighty  snow-fed  streams,  Montana  smiled.  "Just 
wait  a  bit,"  she  said,  and  the  sequel  has  been  well  worth  the 
waiting. 

Taking  possession  of  her  gift,  Montana  turned  her  popula- 
tion loose  with  pick  and  shovel.  Soon  the  great  rivers  were 
sending  little  life-giving  streams  trickling  through  the  parched 
soil  in  all  directions  and  presently  Montana  began  to  gather  her 
crops  and  trundle  them  off  to  market.  Thus  her  ungainly  white 
elephant  was  transformed  into  a  domestic  animal  of  inestimable 
usefulness. 

Meanwhile,  such  of  Montana's  picks  and  shovels  as  were 
not  digging  irrigation  ditches,  were  kept  pecking  away  at  the 
sides  of  her  mountains,  whose  interior  revealed  a  mass  of  treas- 
ure unsurpassed  by  any  Arabian  Nights'  tale. 

What  Montana  has  accomplished  has  been  done  quickly. 
Scarcely  more  than  a  short  quarter-century  ago  she  did  not  "be- 
long." But  Montana  has  performed  gigantic  feats.  Harnessing 


[84] 


Picks  and  Shovels  Have  Made  an  Empire  * 

Out  of  a  White  Elephant 

at  will  the  rushing  torrents  that  tumble  down  through  her 
mountains,  she  has  made  electricity  her  plaything,  and  staid 
government  reports  give  her  credit  for  the  "electrification  of 
everything,  from  sweeping  and  cooking  to  the  operation  of 
railways,  mines,  mills,  and  factories."  Montana  is  nothing  if 
not  modern.  Her  homes  are  electrically  lighted  and  her  engines 
electrically  driven. 

"Modern  Montana"  is  the  state  of  potentialities — the  state 
with  a  future  as  big  as  her  own  vast  proportions.  Millions  of 
acres  for  grazing,  where  sheep  and  cattle  develop  uncommon 
weight.  Millions  of  acres  of  farm  lands  where  one  year  so  many 
sugar  beets  were  grown  that  12,000  freight  cars  were  needed  and 
a  car  and  coal  famine  resulted.  Mineral  wealth  that  is  inex- 
haustible. Millions  of  acres  of  forests  crossed  by  powerful 
streams — with,  staring  us  in  the  face,  an  insistent  and  ever  in- 
creasing demand  for  more  pulp  products  and  more  tons  of  pa- 
per. The  abundance  of  Montana's  good  spruce  must  soon  find 
its  way  into  Montana  pulp  and  paper  mills  for  the  good  of  the 
nation  as  well  as  the  home  state. 

Montana  is  one  of  those  great  bodies  whose  size  is  almost 
a  hindrance.  Assemble  in  one  place  all  of  New  England,  New 
York,  New  Jersey,  Delaware  and  Maryland— or  join  together 
the  British  Islands — and  you  have  the  acreage  of  Montana. 

When  all  of  Montana  gets  into  her  stride  it  will  be  like  the 
mountains  themselves  coming  to  Mohammed.  But  when  that 
inevitable  time  arrives,  we  shall  be  waiting  at  Advertising  Head- 
quarters with  plans  big  enough,  we  trust,  to  do  honor  to  the  big 
Montana  affairs  that  we  hope  to  have  given  into  our  charge. 


[851 


"The  Brothers  Dakota" 

IN  the  brilliant  drama  of  the  states,  that  had  its  inception  in 
1776  with  an  amateur  cast  of  thirteen,  there  has  been  un- 
folded from  time  to  time  vivid  scenes  or  startling  acts  of 
adventure,  conquest,  civilization,  progress,  manufacture,  farm- 
ing, merchandising,   statesmanship,   science,  art  and  literature 
that  have  won  the  plaudits  of  the  world. 

The  company  enacting  this  wonderplay  has  been  added  to 
from  time  to  time  and  now  boasts  of  a  well  rounded-out  cast  of 
48  stars. 

Not  all  have  had  the  good  fortune  to  play  the  leading  role — 
a  few  are  yet  to  be  heard  from.  We  predict  right  here  that  when 
"The  Brothers  Dakota"  step  to  the  center  of  the  stage,  with  all 
their  wonderful  natural  talent  and  resources,  their  debut  will 
mark  another  epoch  in  the  history  of  these  United  States. 


[86] 


" The  Brothers  Dakota"  + 

When  these  two  versatile  actors  first  associated  with  this 
world-famous  galaxy  of  stars,  they  were  naturally  cast  for  vil- 
lainous parts  owing  to  their  "bad  injun"  proclivities,  but  under 
the  careful  guidance  of  those  masters  of  stagecraft — Generals 
Custer  and  Miles — they  soon  developed  into  twin  "Strong- 
hearts." 

It  won't  be  long  now  before  their  names  will  be  in  bold- 
faced type  on  the  program,  and  in  electric  lights  over  the 
entrance. 

There  is  just  one  thing  lacking  before  the  "day-boo"  of  the 
Dakotas  in  the  stellar  role  is  possible,  and  that  is  population.  Na- 
ture has  been  lavish  in  her  generosity  by  endowing  the  Dakotas 
with  limitless  resources  that  are  fairly  shrieking  for  develop- 
ment. The  possibilities  of  this  vast  area  are  wonderful.  Think 
of  a  territory  of  over  94,000,000  acres  occupied  by  about  1,400,- 
000  people.  Perhaps  you  can  get  a  better  conception  if  we  say 
that  were  the  Dakotas  apportioned  among  their  population, 
there  would  be  about  seventy  acres  to  each  person,  while  in  the 
City  of  New  York  there  are  fifty  people  to  each  acre. 

"You  need  North  Dakota,  North  Dakota  needs  you"  is  a 
slogan  that  could  and  should  be  taken  seriously  by  thousands  of 
people  in  the  United  States,  and  it  refers  to  Brother  South  Da- 
kota as  well  as  Brother  North.  Some  of  those  fifty-to-the-acre 
in  New  York  City  could  profit  by  a  better  knowledge  of  this 
northwest  country. 

But  how  are  they  to  know?  Who  is  going  to  tell  them  how, 
with  practically  a  handful  of  people,  you  produced  113,166,000 
bushels  of  wheat,  109,265,000  bushels  of  oats,  92,000,000  bushels 
of  corn,  47,825,000  bushels  of  barley,  12,258,000  bushels  of  po- 
tatoes, 9,455,000  bushels  of  flax,  to  say  nothing  of  fruits,  vege- 
tables, dairy  and  poultry  products,  live  stock,  wool,  hides,  min- 
erals and  stone? 

Where  are  your  booster  clubs,  your  chambers  of  commerce, 
your  land  owners — yes,  your  state  governments  themselves — 
that  they  are  not  spreading  the  wonderful  story  of  the  Dakotas 
to  secure  the  much-needed  population  that  will  place  the  Da- 


[871 


*  THE  STORY  OF  THE  STATES 

kotas  in  their  proper  niche  in  the  Hall  of  Fame  of  the  United 
States? 

How  are  people  to  know  that  the  richest  100  square  miles 
on  the  globe  is  right  in  your  midst?  Why  don't  you  take  ad- 
vantage of  the  500,000,000,000  tons  of  lignite  coal  your  land  is 
underlaid  with  and  promote  your  manufacturing  possibilities? 

Surely  it  would  mean  a  lot  to  some  people  to  know  that  the 
per  capita  wealth  of  North  Dakota  is  larger  than  any  other 
state  in  the  Union,  or  that  for  the  past  twelve  years  South  Da- 
kota has  ranked  first  in  the  production  of  new  wealth  per 
capita. 

Why  don't  you  advertise?  There!  it's  out!  You  knew  we 
were  going  to  talk  advertising,  because  that's  our  business. 
We  didn't  promise  we  wouldn't,  but  you  should  listen — and 
make  advertising  your  business.  That's  the  way  to  tell  your 
story  broadcast — tersely  and  economically. 

Oh,  sure,  advertising  for  population  has  been  done  before, 
but  we  at  Advertising  Headquarters  feel  that  the  best  has  not 
yet  been  done.  We  think  we  have  a  few  tricks  up  our  sleeve, 
not  quite  so  theatric  as  the  phrase  just  used,  but  just  as  effica- 
cious, and  perhaps  just  as  startling  as  the  "Great  Kellar's." 

And  there  are  your  state  schools  with  their  prodigious  en- 
dowments of  land  that  represent  invested  school  funds  of  $125,- 
000,000  and  $50,000,000. 

Why  not  spread  the  story  of  the  Dakotas  through  pupils 
coming  from  other  states?  Why  not  keep  these  same  pupils 
when  graduated  to  help  swell  that  needed  population?  We  are 
at  present  placing  about  80  per  cent,  of  the  school  advertising 
done  in  this  country. 

Our  clients  are  numerous  and  extend  from  New  Mexico  to 
Maine.  Their  products  are  as  diversified  as  the  manufactures 
of  this  country.  Our  experience  with  so  large  and  diversified 
clientele  has  pre-eminently  equipped  us  to  handle  the  advertis- 
ing needs  of  the  Dakotas  to-day — and  to-morrow. 


[88] 


The  State  That  Found 
a  Better  Way 

THERE  seems  to  be  a  multitude  of  cases  to  prove  that 
Vermont  has  found  a  way  of  doing  things  far  in  advance 
of  the  average,  but  probably  the  most  unique  instance 
was  the  way  the  Vermonters  settled  upon  a  new  name  for 
Wildersburg,  a  quarter-century  ago. 

That  name  did  not  please  the  townsfolk  because  "it  had  ever 
sounded  uncouthly  and  long,"  so  the  records  run.  Interest  be- 
ing about  equally  divided  between  "Holden"  and  "Barre"  as  a 
substitute,  they  hit  upon  a  boxing  match  as  an  original  method 
of  settling  the  dispute.  It  so  happened  that  the  "Barre"  cham- 
pion won  and  "Barre"  the  town  has  been  ever  since,  now  fa- 
mous as  the  world's  leader  in  the  manufacture  of  granite. 

Going  back  to  the  days  before  the  Revolution,  Ethan  Allen 
and  his  Green  Mountain  Boys  believed  there  was  a  better  way 
than  King  George's  method  of  governing  their  part  of  the  world, 
and  "in  the  name  of  the  great  Jehovah  and  the  Continental  Con- 
gress," they  proceeded  to  carry  out  their  belief.  So,  after  quell- 
ing all  sorts  of  internal  and  external  disturbances,  Vermont  was 
the  first  state  to  be  added  to  the  original  thirteen. 

To  the  vast  majority  it  never  occurs  that  there  must  be  a 
better  way  of  doing  most  of  the  things  we  have  to  do.  But 
many  of  the  exceptions  to  that  rule  have  come  from  Vermont. 

If  it  had  not  been  for  Thaddeus  Fairbanks,  we  might  still 
be  trying  to  weigh  a  ton  of  hay  or  a  battleship  by  the  old  "steel 
yards"  method.  Thaddeus  Fairbanks  went  into  the  hemp 
business  in  1824  and  decided  that  it  was  a  pesky  nuisance  to 
weigh  all  his  hemp  after  the  manner  then  in  vogue.  So,  he  set 
out  to  find  a  better  way.  Inside  of  six  years  he  had  perfected 


1891 


*  THE  STORY  OF  THE  STATES 

his  platform  scale  and  patented  it.  For  which  notable  achieve- 
ment he  was  knighted  by  the  Emperor  of  Austria,  and  now  all 
the  peoples  of  the  earth  abide  by  the  standards  of  the  Fairbanks 
Scales  of  St.  Johnsbury,  Vt. 

Dean  Richmond  was  not  entirely  satisfied  with  the  mode 
of  travel  which  prevailed  in  his  early  days.  He  believed  there 
must  be  a  better  way  than  rumbling  ponderously  up  hill  and 
down  dale  in  the  old  stage  coach  rolling  on  its  leathers.  Thus 
the  great  New  York  Central  Railroad  was  founded  by  Dean 
Richmond  of  Vermont,  where  those  first  railroads  followed 
assiduously  the  old  crooked  Indian  trails. 

Alvin  Adams  knew  there  must  be  a  better  way  than  freight 
by  which  to  transport  packages,  and  the  famous  Express  Com- 
pany which  bears  his  name  is  the  living  illustration  of  Alvin 
Adams'  "better  way." 

In  the  industrial  world  there  are  many  examples  of  Ver- 
mont's superior  achievements. 

At  Brattleboro  they  have  mastered  the  art  of  making  pipe 
organs  the  "better  way,"  and  Estey  Organs  are  making  music 
for  all  nations. 

In  Burlington,  the  Wells  Richardson  Company's  Diamond 
Dyes  have  taught  the  women  of  every  country  a  better  way  to 
economy  and  good  taste  in  dress. 

Vermont's  manufacturers  have  evidently  inherited  from 
their  ancestors  the  spirit  which  never  surrenders  the  banner  to 
opponent  or  competitor.  They  are  walking  away  with  the 
colors  in  many  an  industrial  field,  and  the  only  point  lacking  is 
the  publicity  which  makes  world-wide  the  story  of  each  superior 
Vermont  product. 

We  rise  merely  for  a  point  of  information — Can  Advertis- 
ing Headquarters  do  anything  to  help  spread  the  fame  of  Ver- 
mont's "better  way"? 


A  State  of  Expectancy 

BACK  in  1900  a  chronicler  of  Mississippi  wrote:  "When 
the  Isthmian  Canal  shall  have  been  constructed,  the  ports 
on  the  Gulf  will  be  nearer  the  Orient  than  the  ports  on 
the  Atlantic,  and  unusual  impulse  will  be  given  to  manufactures 
and  agriculture." 

Well,  Miss  Mississippi,  the  Canal  is  in  operation — are  you 
making  good  the  prophecy  of  your  chronicler? 

You  should;  the  opportunity  is  all  yours;  you  have  every 
basis  for  commercial  growth. 

You  have  as  good  people  as  populate  the  earth  anywhere; 
people  who  have  proved  their  energy  and  courage  in  the  stress 
and  strain  of  war;  people  who  in  peace  have  all  those  qualities 
which  make  for  enterprise  in  business;  people  of  breeding  and 
capability  to  cultivate  the  good  feeling  which  goes  so  far  toward 
making  customers. 

Agriculturally,  you  have  no  other  state  to  envy.  Your 
farmer,  who  loses  himself  amid  his  cotton  stalks — horse-high 
and  boll-laden — who  watches  his  corn,  oats,  wheat,  rice,  sugar 
cane  and  alfalfa  spring  magically  from  his  fertile  soil,  has  every 
facility  for  natural  production. 

The  importance  of  your  cotton  crop  can  be  partially  real- 
ized when  it  is  known  that  you  have  collected  as  much  as  $90,- 
000,000  in  a  single  year  for  the  lint  and  seed. 

Cotton  is  King,  but  Queen  Corn  is  developing  into  a  husky 
contestant  for  the  throne  held  so  long  by  the  hoary-headed  mon- 
arch. This  year  you  will  harvest  over  70,000,000  bushels  of 
corn  and  pocket  about  $50,000,000  for  it.  When  we  stop  to  con- 
sider that  this  is  more  than  double  your  crop  of  six  years  ago, 
we  marvel  the  more  at  your  still  latent  agricultural  possibilities. 

Your   verdant   fields   are   dotted   with   "lowing  kine";   the 


[91] 


*  THE  STORY  OF  THE  STATES 

braying  of  your  three  hundred  thousand  mules  would,  just  now, 
sound  better  to  Kaiser  Wilhelm  than  all  the  Grand  Opera  he 
ever  listened  to,  and  the  contented  grunts  of  your  two  million 
hogs  give  blessed  assurance  of  a  well-stocked  smokehouse,  with 
plenty  to  spare  for  market. 

There  is  a  hungry  market  for  your  yellow  pine,  in  the  pro- 
duction of  which  you  rank  third  among  our  states. 

You  have  thriving  cities — Natchez,  Vicksburg,  Jackson,  Co- 
lumbus, Greenville,  Meridian  and  Aberdeen — and  many  live 
towns  with  bright  futures. 

You  have  good  schools  and  newspapers;  good  transporta- 
tion facilities  and  good  reason  everywhere  for  growth  and  in- 
creasing prosperity. 

You  have  strong  inducements  for  manufacturers,  not  only 
of  your  raw  products,  but  of  articles  which  are  indigenous  to 
anywhere  that  creative  brains  and  enterprising  capital  exist. 

It's  up  to  you,  Mississippi !  You  have  every  opportunity  to 
grow  and  establish  yourself  among  the  richest  states  of  the 
Union.  Will  you  do  it? 

We  believe  you  will,  and  we  are  willing  to  invest  our  time 
in  studying  the  problems  of  any  of  your  present  manufacturers 
who  wish  to  know  how  to  harness  up  Advertising  to  speed  them 
along  in  their  race  for  success.  We  have  helped  many  other 
southern  manufacturers  to  spread  the  demand  for  their  prod- 
ucts far  beyond  the  limits  of  their  home  states. 


[92] 


Wyoming,  the  Greatest 
Show  on  Earth 

WHOEVER  has  not  seen  Buffalo  Bill  and  his  Wild 
West    has    missed    the    greatest   moving   picture   of 
frontier  life     ever  produced.     Buffalo   Bill  and   his 
Wild  West  typify  Wyoming.    This  state  of  unwritten  romance, 
of  wild  life  and  reckless  daring  has  indeed  been  advertised  by  its 
loving  friend.     Buffalo  Bill  came  out  of  Wyoming  and  led  the 
Greatest  Show  on  Earth  all  over  the  United  States  and  Europe. 

Just  to  show  how  well  fixed  Wyoming  is  in  the  matter  of 
shows,  we  mention  that  she  keeps  two  other  "Greatest  Shows 
on  Earth"  going  at  home — The  Yellowstone  Park  in  the  north- 
west corner  and  Frontier  Day  in  the  southeast  corner.  At  all 
these  shows,  advertising  gets  in  its  work,  which  shows  how  it 
pays  to  advertise  a  good  thing. 

The  advertising  man  feels  at  home  in  Wyoming.  The  state 
is  plastered  all  over  with  trade  marks,  or  brands,  which  mean 
the  same  thing  as  trade  marks  in  Wyoming.  The  cowboys  have 
not  only  branded  the  cattle,  but  they  have  given  to  Wyoming's 
streams,  valleys,  hills  and  ranches  such  a  romantic  nomencla- 
ture as  is  to  be  found  in  no  other  state.  Sometimes  it's  a  painful 
operation  to  make  the  brand  big  and  showy  so  everybody  must 
see  it,  but  Wyoming  knows  it  pays. 

Put  on  your  chaps  and  spurs  and  take  a  little  run  from  the 
2=X  (Two  Double  Bar  X)  Ranch  over  to  Old  Man  Hill's 
Hangout.  It's  only  twenty-four  miles — a  three-hour  trip  for  the 
bronc — and  the  way  is  down  Wild  Cat  Creek,  along  the  Crazy 
Woman,  over  Wagon  Hound  Divide  to  No  Mouth  Creek,  then 
across  Chugwater  Flats  to  the  Little  Big  Horn,  and  there  you 


[93] 


*  THE  STORY  OF  THE  STATES 

are!  This  is  an  imaginary  journey,  but  typical  Wyoming 
names.  The  cowboys  have  burned  them  in  for  keeps. 

The  advertising  man  feels  at  home  in  Wyoming  for  an- 
other reason.  They've  taken  our  good  old  motto,  "Keeping 
everlastingly  at  it  brings  success,"  and  adopted  it  for  their  own. 
They  have  shortened  it  up  to  read  "Git  Thar,"  but  the  meaning 
is  the  same.  Wyoming  takes  short  cuts.  She  is  not  tied  down 
by  conventionalities,  not  afraid  to  try  a  new  thing.  She  "gits 
thar"  in  her  own  way. 

In  all  of  which  we  agree  with  Wyoming.  We  learned  long 
ago  in  the  advertising  business  that  there  is  no  one  way — no  cut 
and  dried  or  stereotyped  way.  We  give  Wyoming  greeting, 
and  say,  "go  ahead,  make  your  own  way." 

Wyoming  is  blessed  with  Woman  Suffrage.  Women  hold 
state  and  county  offices,  serve  on  juries  and  have  all  the  other 
rights  and  privileges  thereunto  appertaining  in  about  as  full 
measure  as  could  be  desired.  But  here  appears  the  necessity  for 
some  judicious  advertising.  The  state  is  short  of  women. 

Turning  from  politics,  they  farm  some  in  Wyoming,  dig 
some  anthracite  and  other  coal,  produce  some  oil  and  gas  and 
mine  a  few  of  the  one  hundred  and  fifty-six  varieties  of  min- 
erals the  state  boasts.  But  it's  sheep  we  want  to  talk  about. 
Let  us  pass  on  over  Wyoming's  several  hundred  thousand  cattle 
and  horses  and  come  to  sheep. 

Wyoming  is  some  on  sheep  and  some  on  wool.  Here  is 
where  she  makes  the  other  states  sit  up  and  take  notice  that  she 
is  on  the  map.  A  loud  noise  is  heard  out  that  way  whenever 
Schedule  "K"  is  considered  in  Congress.  Her  five  million 
fleeces  do  look  golden.  But  Wyoming  lets  go  too  soon. 

The  great  clip  finds  its  way  into  lofts  in  big  cities,  Chicago 
to  Boston.  That  is  where  the  Philadelphia  and  Fall  River  mills 
go  to  look  for  wool.  Wyoming's  men,  women  and  children 
wear  good  woolen  clothes,  but  it's  a  long  way  around  from 
the  shearing  sheds  to  the  made-up  garments  in  Wyoming's 
stores. 

We  shall  not  indulge  in  pipe  dreams  for  Wyoming,  but  we 
do  not  doubt  she  will  some  day  look  into  the  glass  and  see  her- 


Wyoming,  the  Greatest  Show  on  Earth  if 

self  manufacturing  wool.  Then  she  will  come  into  her  own. 
Advertising  cannot  help  the  sheep  herder  much,  but  when 
Wyoming  goes  to  making  things  out  of  wool,  she  will  find  ad- 
vertising the  key  to  unlock  her  true  greatness. 

It's  a  far  cry,  but  one  can  easily  imagine  Wyoming  stand- 
ing with  Massachusetts,  upholding  the  manufacturing  end  of 
the  wool  industry  instead  of  confining  herself  to  the  production 
of  raw  materials. 

Wool  is  a  sufficient  basis  for  a  state's  prosperity.  We  have 
helped  to  popularize  scores  of  things  made  of  wool,  and  hope  to 
perform  such  a  service  for  Wyoming  people  some  day.  We  are 
not  too  far  away  to  see  all  over  Wyoming  and  appreciate  her 
vantage  points  and  her  needs.  We  have  clients  in  the  Rocky 
Mountain  states,  and  clients  farther  West.  Our  latchstring  is 
on  the  outside  for  Wyoming. 


[95] 


When  West  Virginia  Gets 
Well  Warmed  Up 

IN  1771  Thomas  Jefferson,  returning  to  the  Old  Dominion 
after  a  journey  into  the  wilds  adjacent  to  the  headwaters  of 
the  Ohio  River,  told  of  a  "burning  spring"  in  the  Kanawha 
Valley,  in  what  is  now  West  Virginia.  That  wasn't  the  first 
evidence  of  things  warming-up  in  West  Virginia,  for  as  early 
as  1732  the  venturesome  Scotch-Irish  settlers  from  Old  Virginia 
and  Pennsylvania  crossed  the  mountains  and  started  to  squabble 
with  the  French  for  possession  of  the  land.  There  were  more 
or  less  regular  ructions  from  that  time  on,  for  the  hardy  settlers 
who  developed  the  land  didn't  pull  very  well  in  harness  along 
with  the  Virginia  planters — with  their  slaves  and  European  cul- 
ture. Thus  they  kept  things  pretty  well  "het  up"  until  the  new 
state  was  created  in  1863. 

Jefferson's  "burning  spring"  was  natural  gas,  and  to-day 
West  Virginia  is  famed  for  the  rich  reservoirs  of  this  product, 
which  serves  in  the  dual  capacity  of  a  fuel  and  an  illuminant, 
in  her  northern  and  central  portions.  And  in  the  same  regions 
are  her  immense  deposits  of  petroleum,  salt,  sandstone,  lime- 
stone and  clay.  Then,  too,  she  has  vast  mining  interests — 
bituminous  coal  of  which  she  mines  enough  in  a  year  to  keep 
every  family  in  her  own  borders  warm  during  the  winter 
months  for  a  generation.  She  has  a  tremendous  coke  industry, 
innumerable  coke  ovens  adding  a  picturesque  note  to  the  scenery 
of  her  mining  districts. 

Wheeling  boasts  a  large  percentage  of  the  state's  industrial 
plants.  Best  known  among  this  city's  manufacturing  concerns 
is  the  Hazel-Atlas  Glass  Company.  Advertising  has  made  their 
Atlas  E-Z  Seal  Preserve  Jars  known  to  housewives  the  nation 


[96] 


When  West  Virginia  Gets  Well  Warmed  Up  if 

over.  It  has  been  the  privilege  of  Advertising  Headquarters  to 
have  worked  with  this  concern  in  the  preparation  of  their  pub- 
licity campaigns. 

Another  progressive  West  Virginia  concern,  numbered 
among  the  valued  clients  of  Advertising  Headquarters,  is  the 
Huntington  Lumber  and  Supply  Co.,  who  market  sectional 
portable  houses  and  who  recognize  that  the  trend  of  modern 
merchandising  is  advertisingward. 

At  this  time  West  Virginia's  petroleum  is  being  piped  to 
the  Atlantic  seaboard,  refined,  and,  through  its  by-products, 
used  to  drive  motors,  to  lay  the  dust  on  the  roads  over  which 
they  travel  and  to  remove  travel  stains  from  the  faces  of  the 
passengers.  So  on  ad  infinitum.  Long  trains  of  cars  loaded 
with  coke  and  coal  from  West  Virginia  wend  their  way  east, 
west  and  south  to  blast  furnaces  and  gas  producing  plants. 
From  these  ugly,  unpoetical-looking  materials  modern  chemis- 
try, rivaling  the  alchemy  of  the  Arabian  Nights,  has  produced 
delicate  perfumes,  brilliant  dyes,  to  say  nothing  of  ammonia, 
roofing  and  paving  materials.  Will  West  Virginia  be  in  a  posi- 
tion to  get  her  share  of  the  constant  demand  for  such  articles? 

Kanawha  Package  Salt  is  a  possibility — why  not  a  reality? 
The  public  is  just  as  ready  to  buy  West  Virginia's  apples  as 
they  are  to  purchase  those  of  Oregon  or  New  York. 

West  Virginia  has  raw  materials  to  burn.  She  has  enough 
lumber,  petroleum,  coal  and  natural  gas  to  warm  things  up  con- 
siderably and  advertising  will  do  its  share  toward  keeping  the 
fires  of  prosperity  aglow. 

Advertising  Headquarters  is  ready  to  do  its  part  in  stoking 
the  fires  and  watching  the  steam  gauge  when  West  Virginia 
says  the  word. 


[97] 


More  Honey  for  the 
Land  of  the  Honeybee 

IN  1847  Brigham  Young  and  his  followers  set  out  to  find  a 
haven  of  refuge,  a  river  of  Jordan,  a  land  flowing  with  milk 
and  honey. 

They  chose  as  their  promised  land  a  part  of  what  is  now 
Utah.  But  how  drear  and  drab  it  must  have  been — a  land  of 
alkali,  unfertile  and  undeveloped.  Even  its  one  source  of  riches 
was  forbidding.  There  seemed  nothing  worth  while  but  stern, 
frowning  mineral-filled  cliffs. 

Perhaps  it  was  in  a  spirit  of  bitterness  that  Brigham  Young 
called  this  new  holy  land  the  State  of  Deseret,  which,  translated 
from  the  book  of  Mormon,  means  "the  land  of  the  honeybee." 

But  even  if  the  hive  was  located  far  away  from  the  heavy, 
rich-scented  fragrance  of  the  usual  honey-yielding  flowers,  the 
bees  of  Mormondom  were  not  a  whit  deterred.  Where  flowers 
were  not  they  grew  flowers. 

With  a  courage,  an  industry  and  a  determination  that  suc- 
ceeding generations  must  admire,  the  Mormons  set  out  to  de- 
velop their  land  and  hold  it  against  man  and  Nature,  to  make 
it  picture  the  name  which  their  prophet  had  bestowed  upon  it. 


[98] 


More  Honey  for  the  Land  of  the  Honeybee  -^ 

They  seized  upon  the  hope  of  irrigation,  and,  to  the  Mor- 
mons in  this  connection,  whole  large  areas  of  the  United  States 
owe  a  deep  debt. 

Utah,  or  rather  the  State  of  Deseret,  was  the  pioneer  of  irri- 
gation— demonstrated  its  possibilities  and  so  enormously  in- 
creased the  crop  yield  of  the  whole  United  States. 

There  were  in  1913,  as  a  result  of  this  pioneer  striving, 
1,500,000  acres  of  irrigated  land  in  Utah,  yielding  crops  of 
astounding  value. 

This  state  has  always  suffered  from  a  lack  of  suitable,  and, 
until  recently,  adequate  transportation  facilities.  This  has  lim- 
ited the  scope  of  its  manufactures — confined  it  to  producing 
solely  for  local  consumption. 

Still,  Utah  has  a  highly  developed,  scientifically  conducted 
and  remarkable  sugar  beet  industry.  It  is  the  more  astounding 
if  its  phenomenal  development  is  considered.  In  1900  Utah  had 
three  small  refineries,  with  an  almost  negligible  capacity.  To- 
day in  their  place  there  are  refineries  annually  producing  thou- 
sands of  tons  of  beet  sugar. 

Beet  sugar  is  but  one  of  the  products  that  Utah  can  profit- 
ably sell  outside  its  own  confines.  The  canning  and  preserving 
industries  are  coming  along  wonderfully,  and  canned  Utah  to- 
matoes, pumpkins,  beans  and  peas  would  be  welcomed  by 
housewives  the  country  over. 

Now,  it  took  Utah  over  40  years  to  put  the  idea  of  getting 
into  the  United  States  over — but  keeping  everlastingly  at  it 
brought  success.  That  is  the  motto  of  N.  W.  Ayer  &  Son. 
Our  adherence  to  that  motto  has  brought  us  the  recognition  as 
"Advertising  Headquarters."  For  47  years  we  have  been  suc- 
cessfully counseling  some  of  the  country's  most  widely  known 
industries  and  resultfully  demonstrating  that  "it  pays  to  ad- 
vertise." 

Now  we  feel  that  the  sugar  and  preserving  industries  of 
Utah  can  profit  by  an  extension  of  scope.  Our  experience  is  at 
the  disposal  of  Utah.  We  will  be  pleased  to  consider  the  prob- 
lems of  any  of  Utah's  institutions  that  earnestly  desire  growth. 


[99] 


The  Beautiful  Sister 

POT  of  gold  at  the  end  of  the  rainbow — will-o'-the-wisp  to 
lure  men  on — such  it  seems  was  the  Beautiful  Sister,  until 
very  recent  years.  Born  to  the  civilized  world  on  an  Eas- 
ter Sunday  morning,  she  was  named  by  the  beauty-loving 
Spaniards  who  discovered  her,  "Florida,"  The  Land  of  Flowers." 

Like  Helen  of  Troy,  Florida's  fatal  gift  of  beauty  drove 
men  mad  with  the  desire  for  possession.  For  centuries  nation 
fought  with  nation  to  establish  a  claim,  and  it  was  not  until 
after  she  felt  the  great,  rending  tragedy  of  brother  fighting 
brother  in  the  Civil  War  that  Florida  learned  to  know  peace. 

Her  bitter  warfare  over,  she  took  up  her  share  of  the  family 
responsibilities  and  has  ever  since  contributed  in  generous 
measure  to  the  needs  of  her  sister  states. 

In  proof,  witness  how  every  other  state  in  the  Union  gath- 
ers up  her  tired  and  disheartened  sons  of  toil,  and  pours  them 
by  boatload  and  trainload  into  Florida's  waiting  arms. 

Florida  does  not  need  to  be  commercial.  She  is  beautiful 
and  her  days  are  filled  to  the  brim  with  the  business  of  making 
the  most  of  her  beauty  for  the  greatest  good  to  the  greatest 
number. 

To  that  end  she  has  concealed  her  scars  and,  helped  by  the 
mellowing  hand  of  Time,  her  grim  forts  are  romantic  vine-clad 


[100] 


The  Beautiful  Sister  + 

landmarks;  gray  convents  have  become  hospitable  inns  and 
lively  barracks;  forbidding-  official  palaces  have  been  trans- 
formed into  picturesque  government  buildings,  and  her  bare 
sea  wall  has  blossomed  into  a  popular  promenade.  She  has 
built  wonderful  roads  in  all  directions,  drained  swamps,  culti- 
vated orchards,  tilled  the  soil  and  developed  fair  cities. 

Florida  grows  and  ships  millions  of  oranges  yearly.  Her 
deposits  of  phosphate  rock  are  quite  the  most  remarkable  and 
the  most  productive  in  the  country.  Her  fisheries  are  a  source 
of  large  income,  her  cigar  manufactories  are  of  vast  importance, 
and  the  value  of  her  naval  stores  amounts  to  many  millions. 

Not  by  any  chance  would  we  underestimate  Florida's  posi- 
tion as  a  producer,  but  all  these  affairs — the  mines,  the  factories, 
the  produce  farms,  the  crowded  wharves  are,  after  all,  the  inci- 
dentals, necessary  because  they  contribute  to  the  material  wel- 
fare of  Florida  and  her  visiting  throngs. 

So  long  as  you  have  your  Palm  Beach  and  your  old  St. 
Augustine,  your  golf  links  and  your  pine  forests,  your  jasmine 
vines  and  your  groves  of  orange  flowers,  your  Gulf  Coast  and 
your  inland  streams,  the  paradise  of  fishermen,  you  are  doing 
your  share,  Sister  Florida,  so  just  keep  on  advertising  your  own 
beautiful  self. 

You  have  your  Plant  System  and  your  Flagler  System 
(monuments  to  one  man's  abiding  faith  in  you) ;  your  Seaboard 
Air  Line  and  your  Atlantic  Coast  Line;  your  Mallory  Line  and 
your  other  steamship  lines.  Keep  them  loaded  with  searchers 
after  health  and  happiness,  who  in  their  own  grooves  show  the 
seeking  look  which  only  you  can  efface. 

Lying  there  cradled  in  the  murmuring  blue,  you  have  a 
mission  to  perform  which  is  so  big  and  so  wonderful  that  the 
costliest  printed  page  and  the  farthest-reaching  herald  are 
scarcely  worthy  to  carry  your  message  to  the  waiting  thou- 
sands. If  it  were  ours  to  do,  we  would  publish  your  beauty  to 
all  the  world  and  have  carven  over  your  wide-flung  gates, 
"Deus  haec  otia  fecit"— "God  Hath  Made  This  A  Rest." 


[101] 


"The  World's  Mine  Oyster" 

WE  recently  received  a  letter  from  a  large  English 
concern  asking  for  our  advice  on  a  proposition  to 
market  an  English  oyster  in  the  United  States. 

Was  it  not  Dean  Swift  who  said,  "He  was  a  bold  man  that 
first  ate  an  oyster"?  Believe  us,  the  courage  of  the  first  man 
waxes  pale  beside  that  of  this  firm  of  English  packers  in  con- 
sidering America  as  a  market  for  English  bivalves.  Talk  about 
carrying  coals  to  Newcastle  or  taking  a  ham  sandwich  to  a 
banquet!  These  old  jokes  are  words  of  wisdom  compared  with 
asking  the  natives  of  these  shores  to  stomach  the  insipid  Eng- 
lish oyster,  when  we  have  at  our  doors  the  finest  oyster  beds 
in  the  whole  world. 

Chesapeake  Bay  is  the  home  of  the  most  succulent  oysters 
that  ever  basked  on  the  half  shell  or  frittered  time  away  at  a 
church  social.  Why!  Down  in  Maryland  the  humble  cottager 
goes  forth  and  digs  oysters  out  of  the  mud  that  would  bring 
tears  of  joy  to  the  eyes  of  an  epicure. 

And  yet  how  many  of  our  leading  citizens  at  large,  or  our 


[102] 


"The  World's  Mine  Oyster'  + 

less  blessed  but  more  numerous  common  people,  ever  tasted  the 
saline  deliciousness  that  thrives  in  the  shallows  of  tide-washed 
Maryland's  bay? 

Frankly,  we  are  astounded  that  some  one  of  Maryland's 
well-to-do  packers  has  not  seen  the  golden  opportunity  lying  at 
his  fingers'  ends  and  launched  a  trade-marked  brand  of  Chesa- 
peake oysters  and  put  them  on  Uncle  Sam's  luxurious  table. 

There  has  been  considerable  scientific  gossip  and  public 
speculation  about  the  possibilities  of  successfully  abstracting 
gold  from  sea  water.  Verily,  a  carefully  chosen,  well  packed, 
well  named,  labeled  and  advertised  line  of  Maryland  oysters 
would  be  nothing  less  than  a  gold  mine.  You  Marylanders  eat 
Michigan  breakfast  foods,  Chicago  meats,  and  Pittsburgh 
pickles.  Do  you  imagine  for  one  moment  that  Michigan  folks, 
Illinois  folks  and  Pennsylvania  folks  won't  love  your  oysters? 

And  while  eats  are  the  subject,  what  about  Maryland  gar- 
den truck?  She  grows  the  finest  tomatoes,  sweet  corn  and  peas 
to  be  found  anywhere  inside  the  confines  of  the  U.  S.  A.,  bar 
none.  The  best  part  of  Maryland  is  mostly  garden.  She  has 
48,769  farms,  with  an  average  area  of  104  acres.  Well!  peas, 
sweet  corn  and  tomatoes  are  eaten  by  everyone  over  three  years 
old.  Likewise,  they  are  sold  in  grocery  stores  in  cans  in  the 
fall,  winter  and  spring  time  in  every  hamlet,  village  and  city 
in  America. 

The  packers  in  Pittsburgh  and  even  in  Chicago  go  to  Mary- 
land for  their  tomatoes,  corn  and  peas.  But  did  anyone  ever 
see  a  brand  of  peas  or  tomatoes  or  corn  that  even  Sherlock 
Holmes  could  have  identified  as  from  Maryland? 

There  are  two  firms  of  Maryland  canners  rated  at  $500,000 
to  $750,000;  five  rated  at  $300,000  to  $500,000;  ten  at  $200,000  to 
$300,000  and  ten  at  $125,000  to  $200,000.  Think  of  it !  And  not 
one  of  these  concerns  has  had  the  temerity  to  stake  out  a  claim 
on  this  grub  business,  a  profit  producer  that  would  make  the 
rattle  of  hail  on  a  tin  roof  sound  like  a  pin  falling  on  the  Serapi, 
compared  with  the  noise  of  their  cash  being  put  into  barrels  for 
shipment  to  Baltimore's  banks. 


[103] 


*  THE  STORY  OF  THE  STATES 

And  Baltimore,  the  home  of  hospitality,  good  breeding  and 
gallantry — once  the  gateway  to  the  South — what  has  come  over 
the  spirit  of  thy  dreams?  Not  long  ago  you  were  the  sixth  city 
of  the  United  States.  Now  you  are  trailing  Cleveland.  You 
are  a  remarkable  manufacturing  city.  You  are  economically 
and  commercially  placed  to  advantage.  You  should  be  the  gate- 
way to  America  and  a  great  port  for  clearance  to  our  South 
American  cousins. 

We  would  like  to  see  some  big  business  come  out  of  Balti- 
more. It  is  there.  In  clothing  you  occupy  a  wonderful  posi- 
tion. You  have  five  men's  clothing  manufacturers  rated  at  over 
$1,000,000;  three  rated  at  $300,000  to  $500,000;  one  at  $200,000 
to  $300,000;  four  at  $125,000  to  $200,000.  In  the  name  of  the 
most  garden  variety  of  common  sense  why  should  you  keep 
your  light  under  a  bushel?  One  of  your  number  has  put  ad- 
vertising to  the  touch  and  made  his  name  and  brand  known  the 
length  and  breadth  of  the  country. 

We  believe  there  is  a  wonderful  opportunity  for  an  en- 
ergetic, bold  Baltimore  merchant  to  tell  the  men  of  America 
about  his  garments  and  do  it  in  a  highly  civilized  and  modern 
way.  Who  is  the  man  or  firm  who  will  break  the  shackles  of 
advertising  imitation  and  show  real  men  in  real  clothes  of  real 
merit  and  tell  a  real  clothes  story?  America  waits. 

Baltimore,  your  greatest  enemy  is  your  conservatism.  You 
are  proud  and  haughty  and  reserved.  This  land  is  feeling  the 
beating  pulse  of  the  new  nationalism.  The  hour  has  struck  for 
sectionalism.  There  is  no  North,  no  South,  no  East,  no  West. 
Cities,  counties,  states,  sections  are  interdependent.  We  ex- 
hort you  to  come  out  of  your  shell  of  reserve  and  see  things  in 
a  national  way,  commercially,  advertisingly. 

The  world  is  your  oyster.  Can  you  open  it  all  by  yourself? 
Even  the  bravest  captains  welcome  an  experienced  pilot  on 
strange  waters.  Will  you  let  us  talk  seriously  with  you?  Con- 
ferences between  successful  business  houses  are  always  produc- 
tive of  good.  The  latch  string  hangs  loose. 


[104] 


Things  Are  Humming 
in  Jersey 

EVERYTHING    hums   in    New   Jersey.     Yes,    in   much- 
maligned    Jersey — Jersey    the    butt    of    the    slap-stick 
comedian's  jokes  in  New  York  and  Philadelphia  play- 
houses from  time  immemorial.     One  might  well  be  led  to  be- 
lieve that  Jersey  is  a  good  place  to  sleep  in — merely  this  and 
nothing  more.    And  it  is  a  good  place.     Witness  the  exodus  of 
Jersey-bound  commuters  from  New  York  and  Philadelphia  by 
tube  and  ferry  boat  every  work-day  along  around  sundown. 

Nevertheless,  Jersey  is  wide-awake.  Atlantic  City's  teem- 
ing boardwalk,  her  brilliantly  illuminated  hotels  and  piers,  her 
flashing  electric  signs  are  proof  positive  of  that.  So  are  Ho- 
boken's  docks,  Newark's,  Jersey  City's,  Trenton's  and  New 
Brunswick's  smoke-belching  chimneys,  Princeton's  stadium 
when  Bulldog  and  Tiger  grapple,  Pennsgrove's  populace  just 
after  the  paymaster's  visit  to  her  vast  powder  plants.  There's 
nothing  somnolent  about  Jersey.  She  may  be  small  in  area, 
but  she  is  doing  big  things,  is  producing  big  men.  The  Presi- 
dent of  the  United  States,  though  not  born  in  New  Jersey,  has 
been  for  so  long  a  time  a  resident  of  that  state  and  her  foremost 
educator  and  statesman  that  she  may  rightfully  claim  him. 
That  great  American  inventor,  scientist  and  world-benefactor, 
Thomas  A.  Edison,  perhaps  the  most  remarkable  man  of  his 
time,  whose  achievements  are  veritable  wizardry,  carries  on  his 
indefatigable  labors  at  West  Orange,  close  by  his  enormous 
plant. 

Come  to  Philadelphia,  to  the  topmost  floors  of  her  sky- 
scrapers in  lower  Chestnut  Street.  Turn  your  eyes  to  the  East 
in  true  Mohammedan  fashion  and  behold  not  Mecca,  but  Cam- 


[105] 


*  THE  STORY  OF  THE  STATES 

den,  the  farthest-famed  city  of  its  size  in  America.  Camden's 
soups  are  on  millions  of  dinner  tables  every  day.  Camden's 
ships  plough  the  waters  of  the  seven  seas.  Camden's  licorice 
sticks  make  glad  the  hearts  and  sticky  the  fingers  of  slews  and 
slews  of  kids.  Camden  talking-machines  are  heard  farther  than 
that  famous  shot  fired  by  Lexington's  embattled  farmers.  Ad- 
vertising has  spread  the  fame  of  Victor  Talking  Machines  and 
Campbell's  Soups,  perhaps  beyond  the  wildest  dreams  of  those 
who  founded  these  concerns.  A  more  recent  recruit  to  the  list 
of  concerns  that  are  helping  to  make  their  products  and  Cam- 
den  famous  is  our  valued  client,  The  Fiberlic  Company,  whose 
improved  wallboard  has  marked  an  epoch  in  building  construc- 
tion. 

Things  are  humming  in  Jersey.  The  buzz  of  the  omnipres- 
ent, carnivorous  mosquito  is  heard  throughout  the  lowland  por- 
tion of  the  state,  while  up  Paterson  way  the  whirring  of  the 
looms  in  the  world's  largest  silk  mills  is  a  most  welcome  sound, 
for  the  hum  of  industry  betokens  prosperity.  But  in  some  ways 
the  pesky  skeeter  can  give  Mr.  Jersey  Manufacturer  a  pointer 
or  two.  He  never  overlooks  an  opportunity.  Consider  the  tre- 
mendous quantity  of  Jersey-made  goods  that  are  sold  to  the 
metropolitan  jobbing  houses  and  department  stores — un- 
branded.  What  a  reputation — what  a  demand  might  be  built 
up — what  virtual  insurance  of  a  stable  demand  for  his  products 
the  manufacturer  might  enjoy  were  these  goods  trade-marked. 

In  the  main,  New  Jersey  is  alive  to  the  advantages  of 
sound,  consistent  advertising  and  the  possibilities  thereof.  In 
consideration  of  her  comparatively  small  area  she  boasts  a  large 
and  growing  total  of  national  advertisers.  Nevertheless,  there 
is  room  for  more — and  need.  New  Jersey  does  not  have  to  go 
outside  her  own  borders  to  find  examples  of  successful  enter- 
prises that  owe  their  great  growth  to  the  double-team  of  sound 
business  brains  and  advertising.  The  picture  of  the  Rock  of 
Gibraltar  suggests  the  Prudential  Insurance  Company  just  as 
much  as  it  does  the  English  fortress.  Who  is  not  acquainted 
with  the  Franco-American  Boy  as  he  is  pictured  sampling  one 
of  his  soups.  "Dri-Foot,"  Colgate,  Mennen,  are  names  familiar 


[106] 


Things  Are  Humming  in  Jersey  + 

to  the  general  public.  Empire  Cream  Separators  and  Iron  Age 
Agricultural  Implements  are  just  as  well  known  to  the  farmer. 

Trenton  boasts  the  largest  pottery  industry  in  the  United 
States  and  the  tremendous  Roebling  wire  plant.  Among  the 
progressive  concerns  in  Jersey's  capital  city  is  our  client,  the 
Empire  Rubber  and  Tire  Company,  whose  excellent  red  rubber 
tires  are  making  just  as  much  of  a  wide  impression  on  the  gen- 
eral public  as  they  are  making  on  the  highways  and  byways  of 
our  land. 

Close  to  Trenton  is  Lambertville,  and  in  this  town  is  the 
home  of  the  Lambertville  Rubber  Company,  with  which  con- 
cern we  have  the  pleasure  of  co-operating  in  the  handling  of 
the  advertising  of  their  Snag-Proof  Boots. 

One  of  our  most  widely  known  New  Jersey  clients  is  The 
Joseph  Dixon  Crucible  Company,  whose  lead  pencils  are  daily 
used  by  millions,  whose  graphite  lubricants  are  constantly  used 
and  highly  endorsed  by  practically  all  the  noted  drivers  in  the 
great  automobile  speed  classics.  The  manufacture  of  these  and 
other  products  has  built  up  one  of  the  largest  industries  of  Jer- 
sey City — a  great  industrial  center. 

Another  progressive  Jersey  concern  numbered  among  those 
who  have  joined  forces  with  Advertising  Headquarters  is  H.  B. 
Wiggin's  Sons  Co.  of  Bloomfield,  whose  high-grade  interior 
finishing  materials  have  added  to  thousands  of  homes  an  ar- 
tistic and  beautiful  touch. 

What  is  sauce  for  the  goose  is  sauce  for  the  gander.  What 
many  Jersey  concerns  have  done  others  can  do.  And  speaking 
of  sauce — cranberry  sauce,  indispensable  to  the  turkey  dinner 
as  is  water  to  the  duck,  is  made  from  one  of  the  products  of 
the  Jersey  bogs.  Jersey  produces  over  half  of  Uncle  Sam's 
cranberry  crop  annually.  The  cranberry  growers  of  New  Jer- 
sey have  formed  an  association  to  advertise  their  product  and 
insure  its  being  marketed  with  the  minimum  of  waste  and  loss 
caused  by  former  unorganized  efforts  to  dispose  of  it. 

Back  in  the  days  before  the  state  was  divvied  up  between 
Lords  Carteret  and  Berkeley,  things  hummed  in  Jersey.  There 
were  so  many  nationalities,  so  many  factions  laying  claim  to 


[107] 


*  THE  STORY  OF  THE  STATES 

the  land  that  the  settlers  used  to  wake  up  every  morning  won- 
dering just  who  was  boss  around  there.  And  with  so  many 
claimants,  the  bullets  were  humming  pretty  regularly.  The 
Swedes  were  on  the  Delaware  and  on  the  Hudson  it  was  the 
Dutch.  Thus  Jersey  was  between  two  fires. 

Now  the  hum  of  industry  has  supplanted  that  of  the  bullet. 
The  people  are  engaged  in  more  peaceful  pursuits.  Jersey's 
manufacturers  employ  half  a  million  people  and  her  oil  refin- 
ing and  fisheries  industries  add  materially  to  her  prosperity. 
Jersey  has  done  big  things  and  at  present  is  doing  them.  Her 
future  is  roseate.  When  the  projected  ship  canal  from  the  Del- 
aware River  to  the  Atlantic  shall  become  a  reality,  her  prosper- 
ity should  know  no  bounds. 

Now  Advertising  Headquarters  is  just  across  the  river 
from  Jersey,  whether  it  be  the  Delaware  or  Hudson,  instead  of 
the  Swedish  and  Dutch  traders.  Our  mission  is  constructive. 
We  may  well  state,  with  pardonable  pride,  that  we  are  laboring 
not  in  vain  in  behalf  of  twenty  schools  in  New  Jersey  and  other 
clients  as  enumerated.  We  can  be  of  similar  assistance  to 
others  in  Jersey.  The  Macedonian  appeal  will  find  us  ready  to 
come  over  and  help. 


[108] 


New  York  the  Indescribable 

WE  admit  right  at  the  beginning  that  the  job  of  describ- 
ing New  York,  industrially  and  advertisingly,  is  a 
leetle  too  hefty  for  us.  We  have  side-stepped  the  task 
as  long  as  possible,  hoping  that  we  would  come  into  money,  or 
fall  off  a  ferry  boat  or  otherwise  be  spared  the  ordeal,  but  at  last 
it  is  squarely  upon  us  and  here  we  go. 

Physically,  the  Empire  State  stands  twenty-sixth  on  the 
list,  but  within  her  borders  there  is  more  wealth  of  resource 
and  accomplishment  than  any  two  of  her  sister  states  can  boast. 
She  contributes  more  than  a  sixth  of  the  total  manufactured 
products  of  the  country,  which  means  that  she  annually  turns 
out  between  three  and  four  billion  dollars'  worth  of  goods  from 
her  factories.  All  told,  she  has  more  than  50,000  manufacturing 
establishments,  employing  a  million  and  a  half  people  and  pay- 
ong  out  close  to  a  billion  dollars  a  year  in  wages.  The  capital 
invested  in  these  plants  is  about  three  billion  dollars. 

Considering  these  staggering  statistics,  you  can  well  un- 
derstand how  New  York  can  support  ten  or  eleven  million  peo- 
ple— a  tenth  of  the  population  of  the  United  States. 

But,  with  all  her  great  natural  advantages,  New  York 
could  never  have  become  so  great  industrially  unless  she  had 


[109] 


*  THE  STORY  OF  THE  STATES 

extended  the  markets  for  her  products  far  beyond  her  own 
boundaries.  Only  because  New  York  advertises  her  goods  and 
sells  them  all  over  the  world  is  she  the  mightiest  and  wealthiest 
of  our  states. 

Publicity  is  characteristic  of  New  York;  somebody  once 
said  that  no  man  ever  lived  in  New  York  state  without  adver- 
tising the  fact — and  the  enterprise  of  her  advertisers  has  put 
many  of  her  towns  on  the  map.  Take,  for  example,  Westfield, 
a  small  town  in  Northern  New  York,  which  has  become  known 
the  country  over  as  the  home  of  the  Welch  Grape  Juice  Com- 
pany, or  Canajoharie,  made  famous  through  the  Beechnut  prod- 
ucts. The  name  of  almost  every  town  in  New  York  suggests 
some  widely  advertised  article — Troy  means  collars  and  shirts; 
Ilion,  riling  equipment,  typewriters  and  firearms;  Utica,  knit 
goods ;  Oswego,  starch ;  Rochester,  clothing — and  so  on  through 
an  extended  list. 

Yet,  despite  the  wonderful  advertising  achievements  of 
numbers  of  New  York  manufacturers,  there  are  many  others 
who  have  not  availed  themselves  of  their  opportunities. 

Why  the  silence  on  the  part  of  the  glovers  of  Gloversville 
and  Johnstown?  Especially  now,  when  foreign  importations 
are  a  problem,  should  not  the  fine  gloves  of  New  York  come 
into  their  own? 

What  about  your  flour,  Rochester?  Why  should  Minne- 
sota be  left  with  practically  an  open  advertising  field  for  this 
great  staple? 

And  shoes  and  neckwear  and  agricultural  implements,  in 
which  New  York  stands  so  high  productively,  why  aren't  these 
products  more  widely  known? 

New  York  City  herself  is  neglectful  of  many  fine  advertis- 
ing opportunities.  For  instance,  she  turns  out  countless  thou- 
sands of  outergarments  and  undergarments  for  women  that 
are  unidentified  by  the  makers'  names.  These  garments  are 
sent  to  every  corner  of  the  Union,  yet  the  women  of  the  coun- 
try do  not  know  them  by  name.  Duplicating  any  garment  is 
almost  an  impossibility  for  consumers.  The  trade-marked  mer- 


[110] 


New  York  the  Indescribable  + 

chandise  of  this  description  is  of  such  small  volume  as  to  be  all 
but  an  unknown  quantity.  There  is  room  for  the  national  ad- 
vertising of  women's  garments  made  in  New  York.  There  are, 
also,  comparatively  few  nationally  advertised  lines  of  men's 
clothing  made  in  New  York  state,  and  the  total  output,  in  suits 
and  overcoats  alone,  is  so  great  as  to  beggar  the  imagination. 

New  York  city  is  the  financial  center  of  the  country,  with 
its  great  banking  institutions  and  big  captains  of  industry.  It 
is  also  the  poverty  center  of  the  country,  with  its  teeming  tene- 
ments and  jobless  thousands.  It  is  the  style-setter  for  the  na- 
tion, yet  among  its  polyglot  populace  are  some  of  the  most 
wretchedly  garbed  people  in  the  world.  It  is  the  hiving-place 
of  artists  and  writers;  also  of  tramps,  beggars  and  thieves.  It 
has  the  finest  and  most  modern  transportation  system  in  the 
world.  It  is  also  the  only  city  in  this  country  in  which  the 
antiquated  horse-pulled  street  car  may  still  be  found.  It  is 
beautiful  and  ugly.  It  is  fine  and  it  is  vile.  It  is  everything 
rolled  into  one  great  turbid,  struggling  mass  of  humanity  hail- 
ing from  everywhere. 

75,000  persons  die  in  New  York  City  in  a  year  and  130,000 
are  born.  New  York  City  has  1400  churches  to  fight  its  10,000 
saloons,  and  11,000  policemen  to  keep  its  naughty  children  in 
line.  Some  of  its  building  lots  sell  for  $700,000  apiece.  Of  milk 
it  drinks  15,000  barrels  a  day  and  uses  16,000,000  barrels  of 
water.  In  the  city  and  within  commuting  range  live  seven  or 
eight  million  people,  a  large  part  of  whom  spend  their  waking 
hours  between  burrowing  underground  in  the  subways  and 
working  in  buildings  whose  "skyish  heads"  almost  penetrate  the 
clouds. 

A  marvelous  city,  indeed,  where  every  extreme  meets  and 
which  stands  to-day  as  the  wonder-spot  of  all  the  world. 

Now,  as  to  our  own  association  with  the  industries  of  New 
York.  If  it  be  true  that  a  man  may  be  judged  by  the  company 
he  keeps,  we  may  well  be  pardoned  for  listing  with  pride  our 
clients  in  the  Empire  State.  We  have  the  honor  to  be  adver- 
tising counselors  to  many  New  York  manufacturers  and  to 
many  institutions  which  are  preparing  youngsters  of  both  sexes 


[111] 


*  THE  STORY  OF  THE  STATES 

for  their  places  in  the  world  of  business  and  progress.  Fifty 
schools  in  New  York  state  are  our  clients.  Among  our  clients 
who  make  and  sell,  or  serve,  are  National  Biscuit  Company, 
American  Telephone  and  Telegraph  Company,  American  Sugar 
Refining  Company,  Ansco  Company,  Western  Union  Telegraph 
Company,  Steinway  &  Sons,  William  Demuth  &  Co.,  Ferris 
Brothers,  Western  Electric  Company,  Encyclopaedia  Britannica, 
The  Fleischmann  Company,  Goetz  Silk  Mfg.  Co.,  Seth  Thomas 
Clock  Company,  Spencerian  Pen  Company,  General  Chemical 
Company,  Smith  Brothers,  Diamond  Match  Company,  The 
Fifth  Avenue  Building,  Rosenthal  Brothers,  Welch  Grape  Juice 
Company,  Lazell  Perfumer,  Whitall  Tatum  Company,  and  num- 
bers of  others  who  are  advertising  nationally  through  Advertis- 
ing Headquarters. 

What  better  proof  than  this  list  of  our  clients  in  one  state 
can  we  offer  of  our  capability  and  versatility?  These  adver- 
tisers are  of  the  class  for  whom  only  the  best  is  good  enough. 
They  sell  everything  from  yeast  cakes  to  pianos,  and  in  addi- 
tion they  include  public  service  corporations  who  have  a  story 
of  service  to  tell. 

All  these  varied  interests,  ranging  from  comparatively 
small  businesses  to  the  largest,  and  with  a  variety  of  products 
which  practically  runs  the  gamut  of  advertising  appeal  to  every 
class  of  our  population,  have  come  to  us  as  the  agency  best 
equipped  to  serve  their  widely  differing  needs. 

What  stronger  argument  could  we  present  to  prove  that 
we  are  really  a  National  Advertising  Agency,  serving  equally 
well  both  the  small  and  the  large  advertiser? 

Wouldn't  it  be  valuable  to  you  to  have  the  advice  of  an 
agency  so  well  associated  with  signal  advertising  successes  and 
so  thoroughly  experienced  in  all  lines  of  publicity? 


[112] 


It's  Time  the  Blue  Hen 
Cackled 


D 


ELAWARE,  diminutive  in  area  though  she  may  be,  is  the 
first  American  state,  because  she  was  the  first  to  ratify 
the  Constitution  of  the  United  States. 

"Delaware-Dover"  used  to  sing-song  the  kids  in  geography 
class,  back  in  the  '60's.  To  this  alliterative  combination  might 
be  added  duPonts  and  dynamite. 

Delaware  is  full  of  duPonts.  In  Wilmington  and  its  en- 
virons are  the  offices  and  a  large  portion  of  the  tremendous 
plants  of  the  duPont  interests  and  the  vast  estates  of  the  du- 
Pont  family.  DuPont  dynamite  and  gunpowder  are  radically 
altering  the  earth's  surface  every  day.  The  duPont  products 
are  in  world-wide  demand.  They  are  playing  a  big  part  in  the 
destiny  of  nations  to-day. 

Here  is  a  great  example  of  an  aggressive,  fore-sighted  en- 
terprise which  quite  naturally  sees  its  greatest  activity  when 
the  dogs  of  war  are  unleashed.  But  the  duPont  people  are  not 
by  any  means  dependent  upon  Mars  for  prosperity  in  their  in- 
dustry. They  have  gone  to  the  American  farmer  with  the  mes- 
sage of  dynamite  for  vertical  farming  and  to  the  American 
sportsman  to  stimulate  trap-shooting,  which  until  recently  was 
gradually  becoming  an  almost-forgotten  means  of  sport  and 
recreation.  Thus  they  have  insured  a  steady  demand  for  their 
chief  products.  Then,  too,  they  are  helping  to  teach  the  Ameri- 
can people  the  value  of  such  substitutes  for  leather  as  duPont 
Fabrikoid. 

Wilmington  manufactures  vessels,  cars,  bridges,  structural 
steel,  fiber  products,  crates,  paper,  flour,  cotton  and  woolen 


[113] 


*  THE  STORY  OF  THE  STATES 

goods.  Some  of  these  products  are  advertisable  in  a  large  sense, 
some  are  not. 

The  remainder  of  the  state  is  pre-eminently  agricultural. 
Delaware  peaches  are  famous.  Market  gardening,  stimulated 
by  proximity  to  the  large  cities,  is  an  important  and  growing 
activity.  Delaware  has  built  up  a  considerable  industry  in  the 
canning  of  tomatoes  and  other  vegetables  and  small  fruits. 
Right  now  more  than  one  hundred  canneries  are  sending  out 
annually  more  than  a  million  cases  of  tomatoes. 

Back  in  Revolutionary  days,  Captain  Caldwell,  command- 
ing the  First  Delaware  Regiment  of  Continentals,  made  cock- 
fighting  his  hobby.  Being  pretty  much  of  a  connoisseur  in  this 
line,  the  Captain  always  sought  sons  of  blue  hens,  for  these 
feather-weights  and  bantam-weights  were  born  with  pugnacious 
proclivities,  in  his  opinion.  Hence  the  name  Blue  Hen's  Chick- 
ens, which  has  clung  to  Delawareans  to  this  day. 

The  hen  is  now  recognized  as  a  simon-pure  advertiser  for 
reasons  which  are  familiar  to  everyone.  Just  now  the  state  of 
the  Blue  Hen  is  enjoying  unprecedented  prosperity. 

Never  was  there  a  more  favorable  opportunity  for  the  small 
concern  for  solid  and  rapid  growth.  Delaware  is  an  ideal  field 
for  the  development  of  co-operative  marketing  of  fruits  and 
vegetables  which  has  been  so  successful  in  other  states.  Where 
is  there  a  greater  opportunity  for  a  complete  line  of  high-grade 
canned  fruits,  vegetables  and  sea  food? 

Delaware  has  something  to  offer  the  rest  of  the  country. 
It's  time  for  the  Blue  Hen  to  cackle  and  spread  that  fact  broad- 
cast. We,  of  Advertising  Headquarters,  are  ready  with  expert 
knowledge  in  the  handling  of  "incubator  chicks"  in  the  adver- 
tising world.  We  have  developed  many  of  these  in  other  states. 
We  can  do  the  same  in  Delaware. 


[114] 


A  Moulder  of  Men 

*T  AM  going  to  Texas,  and  in  that  new  country  I  will  make  a 
;  man  of  myself."  So  spoke  glorious  old  Sam  Houston  on 
JL  the  day  he  bade  good-bye  to  Tennessee  and  his  Indian 
friends. 

History  tells  in  glowing  language  of  how  nobly  he  lived  up 
to  that  declaration.  History  also  tells  of  the  myriad  other 
strong  hearts  who  were  moulded  into  men  in  the  "Man  Test" 
of  early  Texas.  It  was  a  gala  day  in  '45  when  the  Rough  Rid- 
ing State  came  tearing  into  the  Union  with  a  huge  chunk  of 
land  and  a  ten-million-dollar  war  debt.  Then  came  the  famous 
swap,  whereby  Uncle  Sam  got  parts  of  Colorado,  New  Mexico 
and  Oklahoma,  and  Texas  was  freed  from  debt. 

But  that  is  history's  province.  Every  one  knows  and  de- 
lights in  the  Texas  Tales  of  Men.  And  you  and  I,  how  many 
times  in  gay  fancy  have  we  not  pictured  ourselves  roping  long- 
horns  in  the  Panhandle  or  rescuing  wonderful  cowgirls  from 
black  mustached  Cheyenne  Charlies!  We  are  all  drawn  to 
Texas;  there's  something  inspiring  in  the  very  vastness  of  her 
which  seems  to  bring  out  all  that  is  biggest  and  best  in  a  man's 
nature. 

Texans,  yours  is  a  state  of  romance,  of  traditions  as  bril- 
liant as  the  lone,  clear  emblem  of  your  commonwealth!  But 
there  is  a  romance  in  which  you  are  not  known:  it  is  the  ro- 
mance of  modern  manufacturing.  There  are  traditions  you  are 
not  making  to-day:  they  are  the  traditions  of  enterprising 
finance.  You  are  booming.  Few  states  have  kept  pace  with  the 
magnificent  strides  you  have  taken  in  the  last  ten  years.  Yet 
your  progress  has  been  largely  agricultural. 

Yours  is  a  mammoth  land  of  mammoth  resources.  One-third 
again  as  large  as  the  German  Empire,  you  could  shelter  and 


[115] 


*  THE  STORY  OF  THE  STATES 

feed  the  fighting-  armies;  your  annual  petroleum  output  could 
float  the  Kaiser's  battleships;  your  cottonseed  oil  would  stream 
unruffled  beneath  the  Allies'  dreadnaughts ;  and  your  copper, 
iron  and  saltpetre  mines  could  furnish  projectiles  enough  to  sink 
every  ship !  Had  your  15,701,756  farm  beasts  trampled  your 
fields  in  1910,  one-fourth  of  the  world's  cotton  supply  would 
have  been  cut  off;  150,000,000  bushels  of  corn  would  have  been 
lost ;  nearly  half  of  America's  rice  yield  would  have  disappeared 
and  an  extra  good  year  on  the  part  of  every  state  in  the  Union 
would  not  have  made  up  the  agricultural  loss. 

Your  cotton  industry  in  one  year  would  pay  off  the  three 
enormous  Panama  Canal  loans,  build  the  Brooklyn  bridge  over 
and  erect  ten  New  York  skyscrapers.  The  product  of  your  gins 
for  a  single  year,  falling  at  the  rate  of  a  pound  a  minute,  would 
snow  cotton  steadily  for  over  2500  years. 

You  lead  all  states  in  cattle  and  mules ;  but  two  states  boast 
more  horses.  From  your  goats  is  sheared  each  year  over  one- 
half  the  annual  supply  of  mohair.  You  are  the  Colossus  of 
Agriculture ! 

But  even  Achilles  had  his  vulnerable  heel.  Yours,  Texans, 
lies  in  both  heels — Publicity  and  Manufacturing. 

It  is  not  a  stroke  of  luck  that  New  England  makes  more 
money  from  your  mohair  and  cotton  than  you  do  yourselves. 
It  is  not  a  joke  to  buy  back  your  own  cereals  in  nationally  known 
packages  and  for  many  times  your  price.  Neither  is  it  wise 
to  hide  your  9,000,000  pounds  of  pecans,  nor  your  unequaled 
fruits  and  produce.  Why  not  let  your  American  brothers  know 
that  the  world's  best  year-round  resorts  are  yours?  That  your 
schools  are  up-to-date  and  progressive?  Your  publicity  is  not 
in  keeping  with  your  size  and  spirit. 

As  manufacturers  of  nationally  known  wares,  you  are  far 
behind ;  yet  your  silver  spoon  is  loaded  with  opportunities  enough 
to  fill  even  the  mammoth  craw  of  your  giant  state.  Enormous 
fields  of  lignite  and  semi-anthracite  coal  offer  you  power;  your 
seaports  offer  shipping  facilities  that  are  among  the  best;  your 
railroad  mileage  is  greater  than  that  of  any  other  state ;  your  raw 


[116] 


A  Moulder  of  Men  + 

products  are  many  and  waiting.  Yet  the  United  States  Census 
of  1910  gives  you  only  36  establishments  of  over  a  million  value, 
and  most  of  them  are  unknown  to  American  consumers. 

Texans,  you  have  been  moving  forward  rapidly — do  not 
halt  or  slip  backward !  National  publicity  is  the  fuel  which  fires 
the  swiftest  engines  of  progress  and  success  to-day.  You  need 
publicity  now,  Texans,  lots  of  it !  It  means  big  business  in  a 
big  state.  Glorious  opportunities  await  the  Sam  Houstons  of 
to-day  who  will  launch  out  fearlessly  and  "make  men  of  them- 
selves" in  the  national  business  world. 

Advertising  Headquarters  wants  to  help.  You're  just  our 
size — big,  sturdy  and  energetic.  Your  goods,  trade-marked  and 
nationally  known,  would  double  and  triple  in  value.  Advertis- 
ing will  place  your  cities  on  the  business  map  and  the  popula- 
tion will  accordingly  increase. 

Advertising  Headquarters  wants  to  go  on  a  "rodeo"  with 
Texas  business.  We  may  not  be  able  to  bust  a  bronc  or  rope  a 
longhorn,  but  we  can  throw  a  "half-hitch"  on  Texas  business 
and  brand  it  with  A  No.  1  advertising  that  sells  goods. 


[117] 


Michigan— the  High-Geared 

State 

A  inquisitive  person  asked  a  man  from  Detroit  why  it 
was  that  three  out  of  every  four  automobiles  in  this 
country  came  from  Michigan.  Whereupon  the  man 
from  Detroit  presumed  it  was  "because  they  were  made  there !" 

But  this  is  only  half  the  reason — the  other  half  is  a  story 
of  advertising  and  salesmanship. 

Michigan's  history  includes  the  story  of  the  automobile. 
But  the  story  of  the  automobile  would,  by  no  means,  be  the 
whole  history  of  this  high-geared  manufacturing  state. 

Michigan  has  been  in  the  manufacturing  business  for  two 
and  a  half  centuries.  Ever  since  1668  when  Marquette  came  to 
missionize  the  Chippewas,  she  has  been  making  history.  She 
turned  out  a  chapter  for  France  (which  originally  owned  her), 
and  a  chapter  or  two  for  Great  Britain.  But  since  the  good  old 
war  days  of  1812  she  has  been  making  United  States  history 
exclusively. 

As  a  state  she  was  hewn  right  out  of  the  wilderness.  Her 
past  is  full  of  thrills.  Among  other  things  she  produced  a  good 
Indian  war — Pontiac's — and  also  a  full-size  political  party — 
nothing  less  than  the  G.  O.  P.  itself!  She  was  a  pioneer  in  de- 
veloping the  American  school  system. 

It  wasn't  a  mere  accident  of  circumstances  that  made  Mich- 
igan great  as  a  manufacturing  state — not  Michigan,  with  her 
splendid  pioneer  courage,  initiative  and  selling  talent! 

Take  the  automobile  industry — rubber  doesn't  grow  in 
Michigan  and  steel  isn't  much  manufactured  there.  Yet  Mich- 
igan has  built  and  sold  one  automobile  for  every  man,  woman 


[118] 


Michigan — the  High-Geared  State  + 

and  child  of  her  population.  She  produced  three-fourths  of  the 
800,000  American  cars  made  last  year.  She  is  calmly  figuring 
on  four-fifths  of  the  estimated  1,000,000  output  this  year. 

All  of  which  indicates  that  it  takes  more  than  steel  and 
rubber  to  produce  automobiles.  And  Michigan  has  the  "more." 

Michigan's  supremacy  in  the  building  of  pleasure  cars  and 
trucks,  "gas"  and  electric,  is  another  Aladdin's  tale.  Detroit 
alone  has  thirty  factories — which  made  close  to  400,000  cars, 
worth  $375,000,000,  in  1915.  This  city  has  a  hundred  shops 
which  manufacture  automobile  accessories.  Lansing,  Jackson 
and  Flint  are  also  in  the  business. 

Michigan  not  only  had  the  vision  and  the  mechanical  skill 
to  produce,  but  also  the  genius  to  sell,  automobiles.  After  the 
first  years,  the  manufacturers  relied  heavily  on  advertising  to 
help  them  cash  in.  It  was  done  extensively — mostly  in  glitter- 
ing generalities.  Big  space  and  smashing  illustrations,  with 
chunks  of  technical  description,  about  defines  it. 

Times  have  changed  in  automobile  advertising,  just  as  they 
have  in  manufacturing.  To-day  a  description  of  springy  springs 
and  beautiful  gloss  will  not  sell  a  car. 

Future  sales  will  be  very  much  a  question  of  good  advertis- 
ing. And  the  manufacturers  who  win  will  be  those  who  have 
something  to  tell  the  public  about  their  particular  cars  that 
can't  be  said  about  any  other. 

We  believe  in  "doing  it  differently"  always.  That's  one 
reason  why  Ayer  advertising  is  so  successful. 

We'd  like  nothing  better  than  to  be  invited  in  on  one  of 
these  Michigan  car  accounts — with  a  clear-track  opportunity  to 
prove  that  automobile  advertising  can  be  made  different  as  well 
as  profitable. 

Michigan's  furniture  interests  are  important.  A  decade  or 
two  ago  Grand  Rapids  was  about  the  only  known  source  of 
first-floor-to-attic  furniture.  This  same  city  is  producing  less 
than  formerly,  but  Grand  Rapids  furniture  ranks  among  the 
most  artistic  in  the  world,  bar  none.  Quantity  production  has 
given  away  to  quality. 


[119] 


*  THE  STORY  OF  THE  STATES 

No,  we're  not  forgetting  it — we'll  say  it  now.  Michigan  is 
the  home  of  the  modern  breakfast  food.  Consider  what  all  of 
us  owe  to  her  people  for  having  put  variety  into  the  morning 
meal. 

Here  again  it  was  Michigan  courage,  initiative  and  adver- 
tising that  did  it. 

Michigan  has  a  high  proportion  of  manufacturers  who  long 
ago  recognized  the  need  of  advertising.  They  have  been  adver- 
tising for  many  years  and  are  still  doing  it.  But  there  are  others 
who  could  profit  by  example. 

It  is  our  good  fortune  to  be  associated  with  a  number  of 
Michigan's  most  successful  advertisers.  We  have  worked  for 
years  with  D.  M.  Ferry  &  Co.,  the  largest  seed  house  in  the 
world.  We  are  linked  up  with  the  Acme  White  Lead  and  Color 
Works,  another  "largest  in  the  world."  What  splendid  ex- 
amples these  are  of  Michigan  courage,  initiative  and  success! 

Out  of  Detroit  comes  the  most  popular  boy's  magazine — 
The  American  Boy.  It  is  the  most  widely  read  publication 
of  its  kind — which  is  because  it  is  a  good  magazine  and  is  well 
advertised.  Another  of  our  clients  is  the  Hastings  Manufac- 
turing Company,  of  Hastings.  We  also  handle  the  advertising 
for  many  of  Michigan's  famous  schools  and  colleges. 

We  are  prepared  to  do  more  advertising  for  Michigan.  We 
think  Michigan's  in-it-to-win  spirit,  coupled  to  Advertising  Head- 
quarters' "Keeping  Everlastingly  At  It  Brings  Success"  policy, 
make  a  combination  that  can't  be  beaten.  We  see  so  many  op- 
portunities in  many  lines — the  ten-to-one  chances  of  success. 
It  is  there — in  automobiles,  furniture,  corsets,  stoves,  cutlery — 
all  lines. 

It  isn't  far  from  Michigan  to  Advertising  Headquarters — 
no  farther  to  go  for  the  right  kind  of  advertising  than  to  go 
from  Philadelphia  to  Michigan  for  a  good  car. 


[120] 


R.  J.  REYNOLDS 

Prtiidtnt  •/  tht 
R.  J.  Rtyntldi  Titarcc  C« 


North  Carolina  Shows  How 
To  Advertise 

TRYING  to  tell  the  story  of  North  Carolina  in  our  limited 
space  would  be  pretty  much  like  trying  to  condense 
Shakespeare  into  short-story  form. 

We  must  hew  closely  to  our  theme — advertising — and  North 
Carolina  furnishes  us  conspicuous  examples  of  advertising  suc- 
cess. 

Along  about  1870,  at  a  time  when  the  Civil  War  was  fresh 
in  the  memories  of  men  and  its  scars  still  unhealed,  a  young 
man,  who  had  started  life  as  a  tobacco  factory  laborer,  con- 
ceived a  sound  selling  idea.  The  idea  seems  elementary,  but  its 
worth  is  attested  by  its  remarkably  successful  development. 

The  young  man  inclined  to  the  theory  that  better  tobacco, 
and  truth  in  selling  it,  would  win  more  customers  than  a  fancy 
description  of  common  tobacco.  Accordingly,  he  bought  the 
best  tobacco  grown,  manufactured  it,  loaded  a  wagon  with  it 
and  drove  through  the  North  Carolina  mountains,  calling  upon 
farmers  and  selling  them  a  year's  tobacco  supply,  often  taking 
produce  in  exchange. 


[121] 


*  THE  STORY  OF  THE  STATES 

Each  trip  was  more  successful  than  the  last.  Farmers 
learned  to  depend  upon  the  genial  young  manufacturer-mer- 
chant and  his  wares. 

Thus  was  formed  the  foundation  for  the  R.  J.  Reynolds  To- 
bacco Company,  which  was  established  in  1875  at  Winston- 
Salem,  North  Carolina,  by  the  young  man  whose  name  it  bore 
and  who  is  to-day  its  president — not  so  young,  but  imbued  with 
the  same  ideals  that  brought  his  earliest  success. 

The  business  was  started  in  a  little  factory  on  a  capital  of 
$7500,  and  manufactured  80,000  pounds  of  tobacco  the  first  year. 
To-day — 41  years  after  the  business  was  established — the  pro- 
duction is  enormously  greater.  Back  of  this  stupendous  growth 
have  been  three  foremost  factors — good  tobacco,  good  advertis- 
ing, and  fair  methods. 

Seven  years  ago  Prince  Albert  was  an  unknown  brand. 
Quality  and  advertising  have  helped  it  to  become  known  and 
smoked  in  every  civilized  country — the  largest  selling  brand  of 
smoking  tobacco  in  the  world!  Through  this  advertising,  mil- 
lions of  pipes  have  been  brought  to  the  firing  line.  Prince  Albert 
is  the  only  tobacco  manufactured  by  a  patented  process.  This 
process  removes  the  tongue  bite  and  throat  parch. 

Two  years  ago  Camel  Cigarettes  were  introduced  in  a  mar- 
ket congested  with  a  multitude  of  brands  offering  premiums  of 
almost  every  nature.  Camels  captured  the  market  immediately 
without  any  inducement  except  quality  and  to-day  are  the  big- 
gest selling  cigarettes  in  America. 

The  R.  J.  Reynolds  Tobacco  Company  has  created  the 
largest  independent  tobacco  business  in  America. 

This  is  a  tribute,  not  alone  to  the  R.  J.  Reynolds  Tobacco 
Company  or  their  advertising,  but  to  the  opportunities  that  are 
open,  now  as  never  before  in  America,  to  rise  to  power  and 
prestige  from  inconspicuous  beginnings. 

Quick  business  success  is  typically  American  and  modern 
advertising  is  essentially  an  American  product.  There  is  a 
sympathetic  relation  between  the  two  and  they  are  usually  in- 
terlinked. We  have  seen  and  helped  promote  advertising  suc- 
cesses as  spectacularly  resultful  as  last  year's  "war-bride"  in- 
vestments and  of  a  far  more  stable  character. 


[122] 


North  Carolina  Shows  How  to  Advertise  + 

No  matter  where  the  business  is  located,  the  potent  power 
of  advertising  can  stimulate  the  sales  of  a  good  article.  To- 
bacco is  a  fairly  staple  article,  yet  advertising  jumped  Prince 
Albert  and  Camels  from  unknown  brands  to  the  leading  sellers 
in  a  few  years. 

Another  notable  advertising  success  has  been  experienced 
by  the  P.  H.  Hanes  Knitting  Company,  which,  by  the  way,  is 
also  located  in  Winston-Salem. 

Four  years  ago,  the  P.  H.  Hanes  Knitting  Company  was 
seeking  a  wider  market  for  Hanes  Underwear.  Ayer  &  Son 
were  called  into  consultation,  advertising  was  planned  and 
placed,  and  for  the  past  two  years  the  Hanes  Knitting  Company 
has  spent  its  spare  time  in  seeking  wider  manufacturing  facili- 
ties. 

To-day,  the  P.  H.  Hanes  Knitting  Company  operates  the 
largest  mill  in  the  world  devoted  to  manufacturing  heavyweight 
underwear. 

Our  part  and  pride  in  these  two  successful  North  Carolina 
institutions  is  in  supplying  their  advertising.  We  have  been  a 
source  of  help  to  other  North  Carolina  advertisers — the  Maline 
Mills,  the  Durham  Hosiery  Mills,  Asheville  School  for  Boys, 
Bingham  School,  the  Fleet  School  for  Boys,  and  others,  being 
numbered  among  our  clients. 

We  know  that  there  are  more  North  Carolina  businesses 
that  would  readily  respond  to  wisely  conceived  advertising.  The 
gates  are  open — who  wants  to  grow? 


[123] 


When  Nebraska  Takes 
Soundings 

NAPOLEON  did  a  mighty  good  turn  for  Nebraska.  If  he 
hadn't  found  need  for  a  little  ready  cash  and  negotiated 
the  Louisiana  Purchase  with  Thomas  Jefferson,  there 
might  never  have  been  any  Nebraska,  any  Omaha,  any  Platte. 
Perhaps  there  would  have  been  no  Silver-Tongued  Orator  of  the 
Platte  who,  although  born  in  Illinois,  might  well  be  called  Ne- 
braska's most  widely-advertised  product. 

After  Jefferson  had  bought  this  vast  territory  the  ever-pres- 
ent carping  critics  no  doubt  adopted  the  what-are-you-going-to- 
do-with-it  attitude  of  the  gentleman  in  the  modern  comic  car- 
toons, but  Thomas,  like  Job,  bided  his  time,  though,  like  Seward 
in  the  Alaska  Purchase, — and  in  fact,  most  mortals, — it  has  re- 
mained for  history  to  write  his  vindication. 

Of  the  early  history  of  Nebraska  we  know  little.  She  sort 
of  got  lost  in  the  shuffle  for  a  while,  and  at  one  time  there  were 
as  many  claimants  for  sovereignty  over  her  territory  as  there 
are  "birth  places  of  Homer"  in  Greece  or  "houses  that  Washing- 
ton slept  in"  in  the  Atlantic  States.  For  a  while  Missouri, 
Michigan  and  Arkansas  all  had  a  finger  in  the  pie.  Spanish 
explorers  in  search  of  mythical  cities  and  French  traders  had 
traversed  her  solitudes,  Lewis  and  Clark  skirted  the  boundary 
in  their  memorable  expedition  of  1804-1806.  The  first  perma- 
nent white  settler  was  Peter  Sarpy  in  1824.  In  1850  the  Lone 
Tree  Ferry  was  established  to  ply  back  and  forth  across  the 
Missouri  River.  But  in  1851,  the  ferryman,  tired  of  playing 
Charon  without  a  Cerberus,  or  finding  the  lack  of  interstate 
commerce  laws  made  the  job  monotonous,  settled  on  the  west 
bank  where  Omaha  now  is.  Around  that  spot  has  grown  up 


[124] 


When  Nebraska  Takes  Soundings  + 

a  city  that  has  built  up  a  tremendous  packing  industry,  sur- 
passed only  by  Chicago  and  Kansas  City,  not  to  mention  other 
large  activities. 

Said  the  North  American  Review,  in  1858:  "The  people 
of  the  United  States  have  reached  their  inland  western  frontier, 
and  the  banks  of  the  Missouri  River  are  the  shores  at  the  termi- 
nation of  a  vast  ocean  desert  over  one  thousand  miles  in  breadth, 
which  it  is  proposed  to  travel,  if  at  all,  with  caravans  of  camels 
and  which  interpose  a  final  barrier  to  the  establishment  of  large 
communities,  agricultural,  commercial  and  even  pastoral." 

Gentlemen,  the  verdict  is  that,  although  Nebraska  was  for 
a  long  time  a  sandy  waste,  as  a  "desert"  she  has  not  been  a  suc- 
cess. And  all  of  the  camels  to  be  seen  there  now  are  those  few 
which  periodically  traverse  the  state  with  some  greatest-show- 
on-earth.  We  suspect  that  your  true  Nebraskan  has  assimilated 
a  large  proportion  of  that  sand,  which  accounts  for  his  perse- 
verance and  grit  on  which  are  predicated  progress  and  prosperity. 

Nebraska  is  a  mighty  good  place  to  live.  Her  climate  is  dry 
and  exhilarating.  Agriculture  flourishes,  due  to  the  inexhaust- 
ible fertility  of  the  soil  in  a  large  portion  of  the  state.  Corn  is 
her  leading  crop.  A  $40,000,000  crop  is  a  pretty  good  annual 
contribution  to  Uncle  Sam's  corn  yield.  But  Nebraska  hasn't  be- 
gun to  produce  the  corn  crop  that  she  will  in  time  to  come,  for 
in  a  few  years  increased  acreage  and  better  farming  methods 
will  at  least  double  these  figures. 

The  sugar  beet  industry  is  large  and  growing.  One  factory 
in  one  year  produced  71,000,000  pounds  of  white  sugar.  These 
crops  of  wheat,  barley,  oats,  sorghum  and  flax  make  the  annual 
valuation  of  her  crops  exceed  $300,000,000. 

The  excellent  pasturage  has  been  instrumental  in  the  spread 
of  beef  cattle  raising.  Nebraska  stands  second  among  the  great 
agricultural  states  in  the  value  of  her  beef  cattle.  Naturally,  the 
dairying  industry  is  of  great  importance,  to  which  an  annual  pro- 
duction of  $40,000,000  worth  of  dairy  products  will  attest.  Ne- 
braska's butter  is  excellent  and  the  fame  of  its  goodness  has  been 
spread  broadcast.  However,  the  value  of  products  in  the  slaugh- 
tering industry  is  close  to  that  of  all  other  industries  combined. 


[125] 


*  THE  STORY  OF  THE  STATES 

There  is  some  refining  and  smelting  of  metallic  ores.  Timber  is 
not  plentiful,  but  reforestation  on  a  considerable  scale  will  in 
time  greatly  ameliorate  this. 

Nebraska  is  not  a  manufacturing  state,  but  primarily  a  state 
of  pastoral  pursuits.  Agriculture  will  probably  ever  be  chiefest 
in  Nebraska's  activities.  But  manufacturing  will  probably  de- 
velop in  scope  and  activity  with  agriculture  as  the  pacemaker. 
Then  will  the  characteristic  get-up-and-get  spirit  of  Nebraskans 
again  assert  itself  and  advertising  will  be  employed  in  a  thorough 
way  and  to  a  large  degree  to  create,  sustain  and  insure  big  vol- 
ume of  business  in  the  nearby  great  markets  outside  the  state's 
borders. 

Perhaps  the  day  may  come  when  Nebraskans  may  in  the 
morning  don  shoes  made  of  Nebraska  leather,  walk  to  the  break- 
fast table  on  Nebraska  prairie  grass  rugs,  eat  Nebraska  trade- 
marked,  advertised  food  products,  come  in  contact  throughout 
the  day  with  Nebraska's  advertised  goods,  being  lulled  to  rest  at 
night  by  the  chirp  of  a  Nebraska  cricket,  an  everlastingly-at-it 
advertiser. 

Nebraska  will  develop  her  manufactures  just  as  she  is  de- 
veloping the  land  in  her  western  counties,  that  was  once  sand 
dunes,  and  just  as  she  is  developing  from  an  agricultural  stand- 
point. Irrigation  has  wrought  wonders  here,  backed  up  by  the 
Nebraska  brand  of  aggressiveness  and  determination.  Sand 
dunes  are  not  prepossessing  nor  promising  to  most  people.  But 
the  Nebraskan  long  ago  saw  hidden  possibilities  there.  Perhaps 
in  the  shallow  Platte,  which,  to  quote  Artemus  Ward,  "Would 
be  quite  a  river  if  placed  on  edge,"  there  are  possibilities.  Hy- 
draulic engineering  projects  now  going  on  will  develop  these. 

Advertising  is  the  force  that  can  give  even  greater  impetus 
to  Nebraska's  rapid  development.  Advertising  Headquarters  is 
ready  to  help  Nebraska  to  investigate  and  to  take  soundings. 
We  know  how  to  wield  the  plumb  line,  the  dredge  and  the  drill. 
We  would  like  to  show  Nebraska. 


[126] 


Indomitable  Indiana 

INDIANA  rounds  out  a  century  of  statehood  this  year.  For 
it  was  in  1816  that  her  star  was  added  to  the  nation's  emblem. 
What  great  strides  she  has  made  during  the  past  century! 
At  the  time  of  admission  she  was  just  emerging  from  the 
scourge  of  more  or  less  incessant  Indian  warfare  that  had  been 
carried  on  back  and  forth  across  her  territory  ever  since  the  days 
of  La  Salle.  And,  to  add  insult  to  injury,  Thomas  Jefferson  had  a 
pet  scheme  to  slice  Indiana's  territory  into  a  group  of  states,  so 
that  if  the  proposition  hadn't  died  a-borning,  modern  map  mak- 
ers would  have  been  hard  pressed  to  find  colors  enough  to  desig- 
nate the  various  states.  So  Indiana  just  got  "in  out  of  the  wet" 
in  time. 

And  literally  she  came  in  out  of  the  wet,  for  when  George 
Rogers  Clark  and  his  dauntless  band  set  out  to  chase  the  Eng- 
lish out  of  Vincennes,  they  splashed  and  waded  their  way  across 
the  prairies  in  the  dead  of  winter,  from  Kaskaskia  to  their  goal, 
where  they  faced  the  prospect  of  waging  warfare  in  water  up 
to  the  neck.  Those  were  the  times  that  tried  men's  soles.  But 
indomitability  conquered  for  the  forefathers  of  the  present-day 
Indianans,  just  as  it  has  for  their  descendants  and  just  as  it  will 
for  unborn  generations  of  Indianans. 

Soon  after  she  came  in,  foresighted  Indiana  got  busy  on 
good  road  making,  and  during  the  period  generally  termed  the 
"Era  of  Good  Feeling,"  the  National  Highway  was  built.  This 
famous  road  which  traversed  Indiana  did  its  part  in  the  devel- 
opment of  the  commonwealth. 

Indiana  boasts  the  finest  systems  of  electric  railways  and 
the  largest  mileage  of  good  roads  of  any  state  in  the  Union. 
This  has  been  responsible  for  the  remarkable  growth  in  her 
manufacturing  industry  during  the  past  thirty-five  years.  She 


[127] 


*  THE  STORY  OF  THE  STATES 

has  tremendous  shipping  facilities  and  offers  unusual  advan- 
tages to  manufacturers  in  her  supply  of  natural  gas,  proximity 
to  the  coal  fields  and  her  strategic  location  as  regards  the  great 
markets. 

But  all  of  Indiana's  melons  are  not  in  one  patch.  She  en- 
joys the  distinction  that  few  states  have,  that  of  being  not  only 
a  great  manufacturing  state,  but  being  there  or  thereabouts 
when  the  agricultural  statisticians  compile  their  tables  to  show 
leadership.  Her  soil  is  rich  and  yields  abundantly.  She  has 
large  timber  acreage,  which  is  responsible  for  the  great  growth 
of  her  furniture  industry. 

Her  people  are  practically  all  native-born.  She  has  no 
mammoth  metropolis ;  only  five  cities  with  a  population  of  more 
than  fifty  thousand  has  she.  But  she  has  scores  of  thriving 
cities  and  towns,  ranging  in  population  from  three  to  fifty  thou- 
sand. It  is  in  such  cities  and  towns,  each  with  its  own  closely 
linked  farming  district  about  it,  that  the  most  fruitful  field  for 
resultful  advertising  lies — the  richest  market  for  advertised  goods 
exists. 

The  names  "Studebaker,"  "Oliver"  and  "Rumely"  are  syn- 
onymous with  the  vast  agricultural  implement  industry.  Would 
these  names  have  been  known  to  the  degree  that  they  are  with- 
out the  power  of  advertising?  What  do  the  names  "Van 
Camp,"  "Sidway,"  "South  Bend,"  "Ball  Band"  and  "Prest-O- 
Lite"  suggest?  Every  one,  even  the  youngsters,  knows  a 
"Stutz,"  a  "Cole,"  a  "Haynes,"  another  evidence  of  what  na- 
tional advertising  has  done  and  will  do. 

Indiana's  products  are  many  and  varied.  Besides  kitchen 
cabinets  and  glass  jars  she  can  always  supply  a  bountiful  crop 
of  "favorite  sons"  and  literary  lights.  She  always  trots  out  a 
"favorite  son"  or  two  at  the  conventions  of  the  great  political 
parties  and  in  the  realm  of  literature  boasts  the  names  of  Lew 
Wallace,  James  Whitcomb  Riley,  Booth  Tarkington,  George 
Ade.  What  state  can  offer  a  greater  array?  Here  is  another 
evidence  of  the  power  of  printers'  ink. 

Another  landmark  to  Indiana  indomitability  is  Culver  Mili- 
tary Academy,  the  largest  and  most  famous  private  military 


[128] 


Indomitable  Indiana  ^ 

academy  in  the  United  States.  When  this  school  was  estab- 
lished in  1894,  a  military  school  was  placed  in  the  same  cate- 
gory as  a  reform  school  by  the  general  public.  But  this  impres- 
sion has  been  dissipated,  and  in  these  troublous  times  the  value 
of  this  wonderful  school  is  becoming  more  and  more  apparent 
as  our  people  are  gradually  being  converted  to  the  belief  that 
military  training  is  not  only  beneficial,  but  essential.  It  is  fit- 
ting that  the  advertising  of  the  leading  institution  of  this  char- 
acter should  be  in  charge  of  Advertising  Headquarters. 

At  New  Castle  are  located  Heller  Brothers,  another  of  our 
valued  clients,  growers  of  the  famous  Roses  of  New  Castle. 
One  million  plants  shipped  annually  attests  the  growth  and  ex- 
tent of  their  business.  Speaking  of  roses,  Rose  Polytechnic 
Institute  is  another  of  our  clients  in  the  Hoosier  State. 

We  want  more,  and  should  have  more  connections  in  In- 
diana. We  like  Indiana  indomitability.  It  carries  out  the  idea 
of  our  slogan — "Keeping  Everlastingly  At  It  Brings  Success." 
The  success  of  Indiana's  advertising  pioneers  should  be  a  bea- 
con, an  encouragement  to  others. 

Among  the  automobile  accessory,  agricultural  implement, 
glass,  furniture,  flour,  stove  and  silo  industries  of  the  Hoosier 
State  are  some  of  the  raw  materials  for  such  successes.  We 
should  like  to  wade  right  in  just  as  did  Clark  and  his  brave  band 
and  establish  some  of  these  on  the  firm,  dry  land  of  sound  mer- 
chandising— good  advertising. 

You  have  done  well  in  the  past  century,  Hoosier  State! 
"Who's  Yer"  counsel,  your  pilot  for  the  coming  years?  Adver- 
tising Headquarters  is  in  close  touch  just  across  your  western 
boundary. 


[129] 


The  Sound  of  Ohio 

IT  was  Tom  Sawyer  who  knew  when  he  was  passing  out  of 
Missouri  because  the  State  he  was  entering  was  of  a  dif- 
ferent color. 

We  have  always  felt  that  had  he  listened  attentively,  he 
would  have  been  able  to  determine  the  various  states  over  which 
he  passed  by  the  sounds,  for  there  is  seemingly  no  reason  why 
a  state  should  not  have  its  own  peculiar  sound,  the  same  as  a 
city,  a  street  or  an  individual. 

What  are  the  sounds  of  the  states? 

Iowa — an  autumn  wind  rustling  a  field  of  corn. 

Colorado — the  creak  of  a  windlass  and  the  voices  of  the  day 
shift  leaving  the  mine. 

Louisiana — close  .harmony  on  a  levee  and  a  steamboat 
whistle. 

New  Jersey — the  hum  of  silk  mills  and  the  voice  of  the 
phonograph. 

New  York — a  babel ;  cries  of  newsboys ;  the  roar  of  the  sub- 
way; the  sound  of  a  stock-ticker. 

And  Ohio.    Here  is  the  sound  of  Ohio : 

The  clanging,  metallic  crash  of  a  steel  mill ;  the  whine  of  a 
tire  skimming  along  an  asphalt  street;  the  bell  on  a  cash  reg- 
ister. 

From  Dayton  comes  this  last  sound.  Starting  at  the  fac- 
tory of  the  National  Cash  Register  Company  it  swells  in  volume 
until  it  becomes  a  part  of  the  national  sound — an  obligato  to  the 
composite  sounds  of  all  the  states.  It  is  more  than  a  mere 
sound — it  is  retailer's  music.  For  the  ringing  of  the  cash  regis- 
ter has  changed  the  former  discordant  notes  of  haphazard  busi- 
ness into  a  harmony  of  record.  The  sound  of  the  National  Cash 
Register  is  a  commercial  symphony. 


[130] 


The  Sound  of  Ohio  * 

The  National  Cash  Register  Company,  which  is  responsible 
for  this  ever-present  sound,  has  been  called  the  most  highly 
developed  and  efficient  organization  in  this  country.  It  is  nat- 
urally a  source  of  satisfaction  to  us  to  be  associated  with  this 
progressive  company  as  advertising  counsellors. 

Ohio  has  arrived  to  this  year  of  grace  bearing  the  floral 
design  of  "The  Buck-eye  State."  Yet,  to-day,  thousands  of 
automobile  owners  would  dub  Ohio  "The  Rubber  Plant  State" 
and  feel  confident  that  no  more  appropriate  name  could  be 
found  among  the  flora  and  fauna  of  this  broad  land. 

For  Ohio  has  come  to  the  front  in  the  manufacture  of  rub- 
ber goods,  and  a  large  part  of  these  goods  are  automobile  tires. 
A  goodly  percentage  of  all  the  automobile  tires  manufactured  in 
the  United  States  come  from  Ohio. 

Our  ears  are  attuned  to  the  sound  of  the  tire  and  the  ring- 
ing of  the  cash  register.  The  clanging,  metallic  crash  of  the 
steel  mills,  coming  from  Ohio,  is  not  so  familiar.  And  yet  it 
should  be. 

For  the  most  important  manufacturing  industry  in  Ohio  is 
that  of  iron  and  steel.  It  is  not  a  new  industry.  It  was  estab- 
lished in  Youngstown  in  1804.  Yet  when  we  think  of  iron  and 
steel  products  our  minds  stop  east  of  the  Ohio  River,  in  Pitts- 
burgh and  Bethlehem.  Why  is  it  we  do  not  associate  immedi- 
ately this  wonderful  industry  with  Cleveland,  Youngstown, 
Steubenville,  Bellaire,  Lorain  and  Ironton? 

Is  it  not  possible  that  the  many  universally  used  products 
of  the  iron  and  steel  industry  have  not  been  called  to  our  atten- 
tion as  forcibly  as  some  other  Ohio  products? 

Ohio's  products  are  many  and  diversified.  Cleveland  boasts 
the  greatest  number  of  automobile  manufacturers;  most  of  the 
rubber  and  elastic  goods  are  made  in  Akron ;  about  three-fourths 
of  the  men's  clothing  in  Cincinnati.  East  Liverpool  leads  in  the 
manufacture  of  pottery;  Toledo  turns  out  the  greatest  number 
of  automobiles,  as  well  as  leads  in  flour  and  grist  mill  products ; 
Springfield  in  agricultural  implements;  Cincinnati  and  Colum- 
bus in  boots  and  shoes ;  Cleveland  in  women's  clothing. 

In   Toledo,  the  makers  of  the   famous   Conklin   Pen,   the 


[131] 


*  THE  STORY  OF  THE  STATES 

Conklin  Pen  Manufacturing  Company,  are  contributing  their 
quota  to  the  sound  of  industrial  Ohio.  Paradoxical  as  it  may 
seem,  they  are  decreasing  other  sounds  by  so  doing,  for  by 
making  a  superior  fountain  pen  they  are  putting  the  soft  pedal 
on  the  anathema  hitherto  voiced  by  disappointed  users  of  in- 
ferior pens — both  of  the  fountain  and  old-fashioned  variety. 
We  are  helping  them  shout  the  name  of  Conklin  across  the 
country. 

The  sounds  of  Ohio  are  not  confined  to  the  big  industrial 
centers.  For  out  into  the  rural  districts  of  that  state,  as  well 
as  every  state  in  the  Union,  goes  the  message  of  Dr.  Hess  and 
Clark,  of  Ashland,  Ohio.  They  are  kept  busy  making  stock 
remedies  that  are  showing  the  farmers  how  to  raise  healthier 
and  better  stock.  It  is  our  privilege  to  aid  them  in  paulrevere- 
ing  their  message  to  every  middlesex  village  and  farm. 

From  Cincinnati  comes  the  voice  of  one  of  the  pioneer  ad- 
vertisers. The  consistent  sound  of  this  voice  has  influenced 
millions  of  housewives  throughout  the  country  and  the  adver- 
tised product  floats  in  millions  of  tubs,  thus  demonstrating  that 
advertising  can  be  made  99  44/100  per  cent,  effective. 

These  are  but  a  few  of  Ohio's  sounds. 

You  stand  fifth,  Ohio,  among  your  sisters  in  manufacturing 
and  hold  a  leading  position  in  every  branch  of  agriculture. 
Truly  you  are,  as  your  motto  has  it,  "An  Empire  within  an 
Empire." 

A  hundred  million  people  want  to  hear  more  about  your 
products. 

We  are  in  a  position  to  help  swell  the  volume  of  Ohio's 
sounds. 

And  it  will  not  be  an  echo,  but  a  new  note  sounded  upon 
the  advertising  trumpet. 


[132] 


"Pennsylvania  Started  It" 

PENNSYLVANIA  is  a  great  textile  state.  She  started  it. 
The  first  knitting  mill  in  this  country  was  established  in 
Germantown  in  1825.  To-day,  there  are,  approximately, 
200  establishments  in  the  state  making  hosiery,  Philadelphia 
alone  producing  enough  hose  and  half-hose  to  give  two  pairs  to 
every  man,  woman  and  child  in  the  United  States. 

Carpets  were  first  made  in  this  country  in  1775,  in  Phila- 
delphia. Pennsylvania  leads  in  the  number  of  yards  of  carpets 
and  rugs  made  in  the  United  States  annually.  Kensington — 
Philadelphia's  great  textile  section — produces  every  year  40,- 
000,000  yards  of  carpets  and  rugs — almost  enough  to  put  a  belt 
around  the  earth. 

The  first  paper  mill  in  the  United  States  was  established  in 
Germantown  in  1690 — Pennsylvania  started  it. 

In  lace  curtains  Pennsylvania  is  a  leader.  Philadelphia 
operates  the  largest  lace  factory  in  the  world.  The  world's 
largest  hat  factory  is  in  Philadelphia.  She  virtually  holds  a 
monopoly  on  tapestries. 

But  Philly  is  not  the  whole  of  Pennsylvania.  There  is 
Pittsburgh  and  the  rest  of  the  state.  Pennsylvania  has  ten 
cities  with  over  50,000  population,  and  fifty-three  cities  and 
boroughs  of  over  10,000,  each  a  beehive  of  buzzing  industry. 

The  first  effort  to  introduce  the  silk  industry  into  the  West- 


[133] 


*  THE  STORY  OF  THE  STATES 

ern  Hemisphere  was  attempted  in  Mexico  in  1522.  This  died 
early. 

In  1619  the  settlers  of  Virginia  obtained  some  success  in 
silk  culture. 

The  Revolutionary  War  found  Ben  Franklin  and  others 
nursing  a  silk  filature  into  healthy  life  in  Philadelphia. 

To-day  Pennsylvania  handles  one-third  of  all  the  silk  that 
comes  into  the  United  States. 

And  according  to  census  reports:  "If  allowance  were  made 
for  the  value  of  silk  'thrown  on  commission,'  Pennsylvania 
would  take  first  place  in  the  silk  industry." 

Pennsylvania  coal  deposits  rank  first  in  the  state's  re- 
sources. Bituminous  coal  was  first  shipped  from  Pittsburgh  in 
1803.  It  is  due  to  the  coking  value  of  Westmoreland,  Fayette 
and  Allegheny  County  bituminous  coal  that  Pennsylvania  has 
attracted  its  great  chain  of  steel  industries.  Pittsburgh  is  the 
center  of  the  leading  steel  district  in  the  world. 

Anthracite  coal  was  discovered  near  the  present  city  of 
Wilkes-Barre  as  early  as  1762.  Pennsylvania  owns  virtually  all 
the  anthracite  fields  in  the  United  States. 

Petroleum  in  the  United  States  was  discovered  in  Pennsyl- 
vania. So,  also,  was  natural  gas. 

Besides  coal,  petroleum  and  gas,  there  are  rich  clay,  lime- 
stone, glass-sand  and  cement.  Pittsburgh  steel  and  Lehigh 
cement  built  the  great  Gatun  Locks  at  Panama. 

Whenever  you  look  through  your  window,  or  the  bottom 
of  a  glass,  you  likely  are  squinting  through  "Pennsy-made." 
Pennsylvania  is  first  in  glass. 

Pennsylvania  didn't  make  the  first  locomotive,  but  the  Baldwin 
plant  at  Philadelphia  is  the  greatest  of  its  kind.  And  the  Pennsyl- 
vania Railroad  has  been  termed  the  greatest  single  factor  in  Ameri- 
can transportation. 

The  Pennsylvania  Railroad  was  the  first  to  use  steel  rails, 
the  first  to  use  Bessemer  steel  rails,  the  first  to  use  the  air  brake, 
the  track  tank  and  the  signal-block  system.  It  was  Pennsyl- 
vania Railroad  capital  and  enterprise  that  put  the  first  tunnel 
under  the  waters  of  New  York  harbor. 


[134] 


' '  Pennsylvania  Started  It"  * 

Pennsylvania  didn't  build  the  first  ships,  but  Cramps',  at 
Philadelphia,  is  one  of  the  largest  shipbuilding  yards  in  the 
world,  and  the  Delaware  River  leads  America  in  the  art  of  ship- 
building. 

Lancaster  County,  Pa.,  is  the  richest  agricultural  section  in 
our  country.  It  yields  nearly  twice  as  much  tobacco  as  any 
other  county  in  the  United  States. 

The  cities  of  Lancaster  and  Philadelphia  lead  the  country 
in  the  manufacture  of  silk  umbrellas. 

In  Pennsylvania  the  first  correspondence  school  was 
started.  The  I.  C.  S.  is  to-day  the  greatest  organization  of  its 
kind  in  the  world. 

And  while  you  are  being  told  of  these  things  that  Pennsy 
started  just  remember  it  was  in  Philadelphia  that  Thomas  Jef- 
ferson wrote  the  Declaration  of  Independence.  It  was  in  a 
little  house  on  Arch  Street,  in  Philadelphia,  that  Betsy  Ross 
worked  out  the  first  Starry  Emblem.  The  first  Continental 
Congress  met  in  Carpenter's  Hall,  in  Philadelphia.  The  first 
United  States  Supreme  Court  convened  in  Philadelphia.  Wash- 
ington, the  first  President,  was  inaugurated  in  Philadelphia. 
The  first  national  Thanksgiving  Day  proclamation  was  issued 
at  York,  Pa.  Valley  Forge,  Pa.,  saw  the  turning  point  in  the 
Revolutionary  War.  Gettysburg,  Pa.,  was  the  turning  point  in 
the  War  of  the  Rebellion.  It  was  Robert  Morris,  Philadelphia 
banker,  who  financed  the  American  Revolution.  Stephen 
Girard,  Philadelphia  banker  and  merchant,  financed  the  War 
of  1812.  Jay  Cooke,  Philadelphia  banker,  financed  the  Civil 
War.  It  was  Gouverneur  Morris,  assistant  superintendent  of 
finance  to  Robert  Morris,  who  suggested  the  use  of  the  decimal 
system  in  our  currency  and  the  terms  "dollar"  and  "cent,"  a 
strictly  American  business  institution. 

New  York  has  a  great  name  for  the  manufacture  of  cloth- 
ing—men's and  women's.  Not  all  the  worsted  and  woolen 
fabrics  used  in  New  York  clothing  factories  come  from  Penn- 
sylvania, but  they  would  have  difficulty  without  her.  In  Ken- 
sington alone— a  part  of  Philadelphia— they  annually  manufac- 
ture 28,000,000  yards  of  woolen  goods,  enough  to  make  uni- 


[135] 


*  THE  STORY  OF  THE  STATES 

forms  for  nine  million  soldiers.  Of  worsted  goods,  they  produce 
annually  34,000,000  yards,  enough  to  make  a  suit  of  clothes  for 
every  man  over  nineteen  years  of  age  now  living  in  the  New 
England  and  Middle  Atlantic  States. 

Massachusetts  is  famous  for  the  shoes  she  makes.  It  is  not 
universally  known,  but  nevertheless  it  is  a  fact,  that  Pennsyl- 
vania is  the  first  state  in  the  Union  in  the  production  of  leather. 

Out  of  the  264  classifications  used  in  reporting  the  indus- 
tries in  the  United  States  Census  Reports,  245  are  represented 
in  Pennsylvania.  Pennsylvania  leads  in  a  number  of  these  in- 
dustries— and  yet  Pennsylvania  is  not  our  first  state.  She  has 
always  been  a  strong  second ;  second  to  Virginia  in  the  Colonial 
days,  second  to  New  York  to-day.  Why?  Possibly  because 
she  does  not  make  up  in  finished  form  more  of  the  many  mate- 
rials she  sends  outside  for  other  folk  to  fashion  into  the  final 
product. 

More  than  likely  Pennsylvania  is  second  instead  of  first  be- 
cause of  facts  like  these — over  one-fourth  the  underwear  con- 
sumed in  the  United  States  is  Pennsy-made.  Yet  the  fastest  grow- 
ing lines,  the  trade  marked,  advertised  lines,  are  made  outside  this 
commonwealth. 

Pennsylvania  leads  in  the  value  of  the  cotton  towels  and 
toweling  produced  in  this  country.  But  when  the  American 
housewife  goes  to  buy  towels  she  does  not  know  of  any  Penn- 
sylvania-made line  to  ask  for. 

The  western  part  of  Pennsylvania  produces  some  of  the 
finest  glassware  made  in  America,  imitations  of  Favrile  and 
Baccarat  ware  that  almost  defy  detection.  Yet  you  could  shop 
for  a  month  and  not  know  it  when  you  saw  it  nor  know  what 
to  ask  for. 

Do  you  know  of  a  single  Pennsylvania  manufacturer  of 
worsted  or  woolen  dress  fabrics  whose  excellent  goods  you 
could  get  by  calling  for  them  at  any  dry  goods  store? 

Pennsylvania  is  a  great  workshop,  a  great  worker-up  of 
raw  materials.  In  some  lines  she  is  a  great  advertiser.  Gener- 
ally speaking,  her  manufacturers  have  yet  to  take  command  of 
their  markets. 


[136] 


' '  Pennsylvania  Started  It1'  * 

It  is  stated  on  the  authority  of  the  Philadelphia  Public 
Ledger  that  William  Penn  was  the  first  advertiser  in  this 
country. 

N.  W.  Ayer  &  Son,  Philadelphia,  are  not  the  first,  the  orig- 
inal advertising-  agency.  We  are,  however,  the  oldest  and  the 
largest  advertising  agency  in  the  world  to-day,  with  a  reputa- 
tion for  making  advertising  pay  the  advertiser. 

This  organization  has  always  pioneered  in  progressive  busi- 
ness principles.  We  were  the  first  advertising  agency  to  estab- 
lish a  uniform  rate  for  service  among  all  classes  of  clients.  We 
were  the  first  agency  to  prepare  a  form  of  open  contract  that 
leaves  the  advertiser  free  to  be  guided  in  expenditure  by  exist- 
ing conditions.  We  were  the  first  agency  to  inaugurate  the  idea 
of  conferences  between  the  advertiser  and  all  the  workers  in 
the  vital  interests  of  his  advertising  and  selling.  We  were  the 
first  agency  to  establish  a  department  of  expert  copy  production. 
We  were  the  first  to  originate  a  plans  department  to  scientifically 
study  the  advertiser's  field,  and  to  prepare  statistics  that  should 
intelligently  guide  us  and  him  in  the  expenditure  of  his  money. 

We  have  been  notably  successful  in  helping  manufacturers 
to  nationalize  their  merchandise.  This  success  has  largely  been 
due  to  the  fact  that  these  advertisers  have  first  helped  us  to  help 
them.  We  believe  we  can  help  any  enterprising  Pennsylvania 
manufacturer  who  wants  to  control  his  own  destiny.  The  first 
step  is  to  help  us  by  opening  up  your  heart  and  telling  us  your 
hopes,  aims  and  ambitions. 


[137] 


EPILOGUE 


[139] 


Epilogue 


FRIENDS,  the  tale  is  ended.  One  by  one,  each  of  our  char- 
acters— the  States  of  the  Union — has  been  woven  into  the 
tapestry  of  our  story.  We  have  endeavored,  fairly  and 
honestly,  to  show  the  part  of  accomplishment  or  of  promise  that 
each  state  occupies  in  our  national  business  fabric. 

Sitting  behind  the  loom,  passing  the  shuttle  of  fact  through 
the  warp  of  romance  and  adventure,  we  often  wondered  what 
design  we  were  weaving  into  our  Story  of  the  States,  what  it 
would  look  like  as  a  whole,  for  we  were  pioneers.  There  was 
no  pattern  to  go  by,  no  answer  in  the  back  of  the  book. 

Now  that  our  task  is  finished,  we  are  aware  that  it  was  a 
mammoth  undertaking.  We  suspected  its  proportions  when  we 
approached  it.  We  presumed  we  took  the  full  measure  of  the 
difficulties  we  were  to  encounter.  But,  like  boys  "ranging  the 
wood  to  start  a  hare/'  we  uncovered  a  whole  menagerie  of 
bears. 

In  some  quarters  we  have  been  accused  of  certain  sins  of 
commission  and  of  omission.  From  every  direction  we  are 
assured  that  we  have  done  a  fine,  big  job  in  a  fine,  big  way. 

It  is  only  natural  that  partisan  and  patriot  have  risen  to 
defend  and  to  extend  the  things  which  we  have  stated  of  their 
commonwealths.  We  confess  freely  that  few  of  the  chapters 
are  all  they  could  be — are  all  they  should  be.  In  answer  to  our 
critics,  we  plead  sheer  inability  to  put  into  cold  type  much  of 
the  wonderful  inspiration  that  has  come  to  us,  and  we  gladly 
take  refuge  in  the  sanctuary,  open  to  all  advertisers,  that  lim- 
ited space  prevented  our  doing  justice  to  the  subject. 

Also,  we  confess  without  shame,  having  been  the  recipients 
of  much  encouragement  and  applause,  that  we  find  the  encour- 
agement and  applause  most  acceptable. 


[140] 


Epilogue  if 

Candidly,  we  believe  we  put  forth  an  effort  that  few  would 
have  had  the  courage  to  attempt.  We  are  more  than  a  little 
proud  that  we  have  the  ability  and  knowledge  to  initiate,  carry 
on  and  conclude  so  exacting  and  important  a  piece  of  work. 

Is  it  selfish  to  now  say  that  we  have  gained  most  by  our 
undertaking?  In  the  pursuit  of  information  of  what  each  state 
has  done,  in  the  study  of  the  natural  ebb  and  flow  of  enterprise 
and  development,  we  have  acquired  a  perspective  that  is  of 
enormous  profit  to  us  and  must  prove  of  advantage  to  those  we 
serve. 

We  hope  that  "The  Story  of  the  States"  has  added  some- 
thing to  the  progressive  thought  of  nationalism  in  advertising. 

Its  main  purpose  has  been  dual:  to  show  that  there  are 
latent  advertising  possibilities  in  nearly  every  state  in  our 
Union,  and  that  N.  W.  Ayer  &  Son  are  a  national  advertising 
agency,  with  a  grasp  and  an  appreciation  of  national  as  well  as 
local  conditions. 

We  have  proved  beyond  contention  that  this  institution  is 
not  confined  in  its  activities,  but  that  we  are  peculiarly  capable 
of  serving  advertisers  wherever  located,  because  of  the  bigness 
and  broadness  of  our  nation-wide  perceptions  and  accomplishments. 


UNIVERSITY  OF  CALIFORNIA  LIBRARY 

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